How Lenskart Built a Lifestyle Brand

 In India’s fast-growing D2C ecosystem, very few brands have managed to move beyond being “product-based” and successfully position themselves as lifestyle brands. Lenskart is one of the strongest examples of how influencer marketing can transform a functional product into a fashion-forward lifestyle statement.

From being just an online eyewear store, Lenskart has evolved into a brand associated with style, confidence, and everyday living — largely driven by creator-led marketing.

Brand Overview

Brand Name: Lenskart

Industry: Eyewear & Lifestyle Accessories
Founded: 2010
Target Audience: Millennials & Gen Z
Core Products: Eyeglasses, sunglasses, contact lenses

The Challenge

Eyewear in India was traditionally seen as: A medical necessity A boring, utility-driven purchaseSomething bought once every few years

Lenskart needed to change this mindset and make eyewear: Fashionable Aspirational A part of daily lifestyle

Traditional ads alone couldn’t create this shift. Influencer marketing became the key growth lever.

Influencer Marketing Strategy Used by Lenskart

1. Positioning Glasses as a Fashion Accessory

Instead of focusing on lenses and specs, Lenskart focused on style.

They collaborated with: 

Fashion influencers

Lifestyle creators 

Daily vloggers & Reels creators

Creators styled glasses with:Office outfits Casual wear Party looks

This repositioned eyewear as a style upgrade, not a medical product.

2. Heavy Focus on Instagram Reels & Short-Form Content

Lenskart adopted short-form content early.

Influencer content included:

“How I style my glasses” Reels

 POV lifestyle videos

Try-at-home experience clips

This helped the brand stay visible in daily content consumption, especially among Gen Z.

3. Mass + Micro Influencer Combination

Lenskart didn’t rely only on celebrities.

They used:

Macro influencers for reach

Micro influencers for trust

Regional creators for local penetration

This ensured both scale and relatability, especially in Tier 2 and Tier 3 cities.

4. Influencers as Brand Faces, Not Just Promoters

Many creators worked with Lenskart repeatedly.

This created:

Strong brand recall

Authentic association

Long-term trust

Audiences started seeing Lenskart as part of the influencer’s lifestyle, not a paid promotion.

Results & Business Impact

Lenskart successfully entered the fashion & lifestyle category

High brand recall among young consumers
Increased online traffic and offline store visits
Strong presence across Instagram, YouTube & Shorts

Influencer marketing helped Lenskart move from need-based buying to desire-based buying.

Why Influencer Marketing Worked for Lenskart

Visual storytelling suits lifestyle brands

Influencers showed real-life usage, not ads
Short-form content increased daily visibility
Fashion creators made eyewear aspirational

Instead of telling people to buy glasses, Lenskart showed how glasses fit into modern life.

Key Takeaways for Lifestyle Brands

Sell a lifestyle, not just a product

Use influencers to demonstrate daily usage
Focus on Reels & short videos for discovery
Build long-term creator partnerships
Combine mass reach with micro-influencer trust

Final Thoughts

Lenskart’s journey proves that influencer marketing is not just for beauty or skincare. When used strategically, it can transform even utility products into lifestyle brands.

For Indian brands looking to build emotional connection, cultural relevance, and long-term growth, influencer marketing is no longer optional — it’s essential.