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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.

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The women’s age group purchasing antiaging went from an average of 35 to 25, and male buyers are also looking for solutions toward younger skin. This has led brands such as Pond’s to re-launch antiaging skin care ranges. Other products with antiaging claims—including makeup and eye care—are also seeing growth.

Today, antiaging is no longer a prescriptive but a preventive product category. According to P&G, which addresses the antiaging market with Olay Total Effects, its antiaging lines have been a hit with younger girls who want a glowing skin, as well as older women.

The Body Shop Taps Into Vegetarianism

With Indian consumers showing a strong preference for using all things natural, The Body Shop in India has found a happy ground to sell. Since its entry in the market in 2006, the brand (sold by Indian distributor Quest retail) has seen a steady growth.

“Many Indian consumers have been buying The Body Shop products, either from the unorganized market here or during their travels abroad,” said Sameer Prasad, COO, Quest Retail. “So when we set up shop, women flocked to the stores, since they already were addicted to our products.”

In India, the brand is being promoted as a 100% vegetarian brand, a key selling pitch for India’s huge base of vegetarian consumers. In terms of pricing, Prasad claims that the brand has been able to keep the range affordable for the masstige consumer. “We have tried to absorb some of the customs duty that’s levied on imported products here,” added Prasad. Already in large cities, the company is now looking at migrating to tier-2 towns that have good buying capacity.

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