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Potential of Innovative Makeup Clearly Seen in India

By: Priyanka Bhattacharya
Posted: May 3, 2011, from the May 2011 issue of GCI Magazine.

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In fact, it’s not just Lotus Herbals pushing this concept of natural ingredients in makeup; The Body Shop is also waxing eloquent on the benefits of marula oil for skin, which is the key natural ingredient in all of its makeup products. Talking about the pull that natural ingredients have for Indian consumers, The Body Shop India’s COO, Shriti Malhotra, says, “Besides the bright colors in the makeup, the young people who buy our products are also attracted by the fact that the colors have natural skin-loving ingredients. That is why we also find the foundation in our mineral makeup range doing very well.”

Most of the brands that are selling nature-based makeup have also been selling herbal or natural skin care products, and this has been another trend that is pushing this market—and why herbal and ayurvedic skin care brands such as Himalaya Herbals and Biotique are entering the makeup market with limited products that utilize natural ingredients.

Skin Care Market; Demand for Product Options Grow

With an expected compound annual growth rate of 19% through 2013, the overall skin care market in India will continue to grow as consumers mature and demand different types of skin care products. Professional skin care, notably, is a segment that will see steady growth as both men and women open up to going to skin care therapy centers and dermatologists for skin procedures and treatment products. Medispas that use and sell professional skin care products, in particular, will see growth. Skin-tightening, radiance-boosting and anti-tanning solutions remain big in the professional skin care segment. And women in India are now using targeted creams for blemishes, wrinkles, under-eye, glow and skin brightening.

Interestingly, anti-aging and skin-brightening products remain the hottest selling segments despite the controversy in the concept of skin whitening in India. Those skin care brands looking to stay away from the pressure of activists and women’s forums that are anti skin whitening are focusing on skin brightening rather than whitening. They are also releasing promotions that are designed to be educational about issues and product offerings. In the skin-brightening market, Indian men—who are fast growing in awareness—have become the target audience because women consumers are already a mature consumer segment for these products.

The teen market is also a skin care segment that will see major growth this year, and brands such as Clean and Clear, Garnier, Ponds and Dermalogica are creating major pushes to sell basic skin care ranges—including face washes, anti-blemish creams and spot reduction solutions.