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From the Roots Out

By: Priyanka Bhattacharya
Posted: May 1, 2008, from the May 2008 issue of GCI Magazine.

page 5 of 5

Recognizing the growth opportunity in the professional hair care market, Toni&Guy has entered the market with its mass-premium Toni&Guy brand as well as high end professional styling and care products from its Label.m range. “I think Indian men and women are ready for great hair and need products that can give them that,” says G. Toni Mascolo, chairman, Toni&Guy. “Label.m, our premium range, offers the consumers here a chance to get that. We are confident of picking up the market very fast.”

Sustaining Strategies
The Indian hair care market is forecast to expand by nearly 40% by 2011. According to a report by Euromonitor International, the competition between local and international players will increase during this period, and some industry watchers believe that multinational brands, however, will drive the growth and lead the market.

Before this happens, brands will need to increase their education efforts and look to transform usage habits. The good news for many of these brands is that India is being influenced by Western beauty trends. India’s large youth population is more receptive to international brands and hair care norms. More than half of the population of 1.1 billion is under 25. This group is also more drawn to urban life, and, as a result, is generally wealthier and more able to spend on imported brands.

Success depends, in large part, on a brand’s ability to connect with this technologically savvy and trend-conscious market segment.

Back to the May issue.