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India Quarterly: Estée Lauder Sets Up Shop In Mumbai
By: Priyanka Bhattacharya
Posted: August 5, 2008, from the August 2008 issue of GCI Magazine.
page 3 of 5The company has now begun to increase its presence through stand-alone stores, drug store positioning and a presence in department stores. “From 80 doors today, we will go to 200 doors by the end of this year,” said O’Shea.
In fact, in its stand-alone stores, the brand has also started an in-store mini spa concept. “This will let Indian men and women understand the efficacy of our claims,” said Puneet Verma, general manager, H2O Plus, Sports Station. The company is also providing rigorous training to its beauty advisor team to be able to push the products in the right manner, which is expected to encourage repeat buying.
The company is banking on evolved skin care habits of Indian men and women. “Since we are water-based and oil free, we are a hit with the Indian consumers. Indian skin is combination to oily, so most women look for non-sticky, fast-absorbing products. H2O Plus gives them that,” explains O’Shea.
L’Oréal Professionnel Gives Expert Advice
To provide an education refresher for its salon partners in Bangalore, Chennai and Kolkata, L’Oréal Professionnel sponsored the artistic duo Nick Bland and Steve Probert of the U.K.’s Haringtons Hairdressing to present a three-day Look & Learn event. The duo trained the hairdressers in techniques to address the spring/summer 2008 hair fashion forecasts. Apart from showcasing trendsetting cuts and coloring techniques, Bland and Probert also interacted with local hairstylists and discussed coloring techniques, focusing on the chestnut, brunettes and mahogany—shades that best complement Indian skin tones.
Antiaging Market Booming
Companies doing business in the antiaging product segment in India are smiling all the way to the bank. According to a recent AC Nielsen study of the Indian antiaging market, it is growing at 93% per annum. The market today stands at approximately $15 million, 2% of the total skin care market. The tremendous growth rate is due to a change in consumer buying patterns.