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Paradigm Shift for India’s Hair Care
By: Priyanka Bhattacharya
Posted: September 2, 2008, from the September 2006 issue of GCI Magazine.
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Revlon, which has been selling its ColorStay range of hair colors, now is looking at introducing an India-specific hair color brand. The company already is in the process of test marketing its Top-Speed brand in the south Indian markets. “Until now, we were choosing the brands from our international portfolio,” said Deepak Bhandari, marketing manager, Modi Revlon. “But now, we will be creating region-specific brands for countries such as India and China—especially in the hair coloring segment.” With this strategy in place, the company expects to grow 40% in the hair color category by the end of 2006.
As the market matures, marketers are looking to create more awareness and feed the fashion and beauty aspirations of Indian consumers. Companies now are tying their retail products in with salon services. L’Oréal has even introduced its Kerastase Institute’s premium hair care service to meet the need. The company already has opened hair spas in Delhi and Mumbai, and it has plans to increase the number of Kerastase Institutes across the country, targeting major metropolitan areas. “In terms of services awareness, the consumers are still not mature,” said Kerastase’s Bakshi. “But the potential is immense. Through our services, we are trying to create more consciousness and bring in the awareness that hair care is as customized and as evolved as a skin care regimen. We are hoping to bring in that change amongst the consumers in the country. In fact, we are looking to foster their need for world-class hair treatments.”
In offering such treatments, marketers have strategically kept the pricing on the premium side. This can be interpreted as a way to create a more mature customer base in the country, in addition to generating higher revenues for the companies.