cosmetic industry of india

8/12/2019 Cosmetic Industry of India

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THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT

NEW DELHI

THESIS ON

COSMETIC INDUSTRY OF INDIA- ENTRY STRATEGIES FOR AFOREIGN BRAND

SUBMITTED TO:PROF. SUMANTA SHARMA

PROF. VIJAY KUMAR BODDU

UNDER THE GUIDANCE OF:

SUBMITTED BY:

SHWETA GAUTAMALUMNI ID NUMBER:

BATCH: FW/06-08



ABSTRACT

This is a thesis based on the market research on the cosmetic industry of

India. The size of India's cosmetics market is USD 1 billion. Out of this, size of

skin care segment is USD !! million, color cosmetics is USD "# million,

fragrances is USD $# million, men%s care is USD 1&# million and hair care is

USD $!! million. hile li(sticks account for nearly a third of the color

cosmetics market at USD $# million, the market for nail enamels is estimated

at around USD )illion. The remainder, i.e. USD 1" million consists of

(roducts such as mascara, eye*liners etc.

+osmetics can be broadly diided into $ categories - +hemical +osmetics

and erbal +osmetics. /akme, /%Oreal and 0elon are maor (layers in the

chemical cosmetic market 2hereas Shahnaz ussain, 3ioti4ue and /otus are

(rominent in the herbal segment.

The market share of chemical cosmetics is 5!6 2hereas for herbal

cosmetics, it is 1!6. 7en though herbal cosmetics segment has ery lo2

market share, this segment is gaining (o(ularity ery fast, and consumers%

demand for herbal cosmetics is on a stee( rise.

)arket (enetration leels of international cosmetics brands in India are lo2.

8oreign brands currently constitute only $! (ercent of the market, due largely

to the higher (ricing these brands carry.


India. India, 2ith a (o(ulation of 1.19 billion (eo(le is a country of contrast.

ith an u((er and middle class (o(ulation of nearly 9!! million (eo(le, 2hich

is more than that of US: and 7uro(ean +ountries, India has become a huge

base of (otential customers. ence 8oreign +om(anies find India as an

attractie location to setu( their o(erations and e;(and their business.

India's urban (o(ulation is the main engine that fuels the demand for arious

cosmetic (roducts. :lthough Indians are strongly attached and committed to

their traditions, and culture, the adent of teleision and the a2areness of the

2estern 2orld are changing the tastes and customs of India. The <mor(hing%of India is subtle and the changes are not isible for the first time isitor.

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3rand image and high degree of consumer acce(tability need to be

established in the (ersonal (roducts sector, and call for heay (romotional

inestments in a2areness building, besides tie*u(s 2ith good 8)+A

com(anies to leerage their distribution strengths. The gro2th of direct

marketing as an alternatie channel 2ithout incurring high (romotional and

deelo(mental costs needs to be ealuated by ne2 entrants in the sector, in

order to formulate the most a((ro(riate market deelo(ment strategy for their

(roducts.

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SIGNATORY PAGE

TO WHOMESOEVER IT MAY CONCERN

This is to confirm that Sh2eta Aautam, student of II=), B7 D7/I, is doing a lie

(roectCThesis on the to(ic C!"#$%&' I()*"%+, ! I()& E(%+, S%+%$&$" !+

F!+$&( B+()1 under my guidance and that the 2ork being done by the candidate

is original and is of the standard e;(ected by an )3: student.

)ay god bless her 2ith all success in her career.

arm regards

23333333333333333334

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TOPIC APPROVAL LETTER

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CONTENT

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APPROVED THESIS SYNOPSIS

THESIS SYNOPSIS

CANDIDATURE DETAILS FOR THESIS

DESIRED AREA FOR RESEARCH – COSMETIC INDUSTRY

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T&%5$ ! %$ %$"&" : -

+osmetic Industry of India* 7ntry Strategies for a 8oreign 3rand

R$"$+' O7$'%&9$ : -

1. To carry out a com(rehensie research on the current scenario of

cosmetic industry in India.

$. To reie2 the (osition of the e;isting cosmetic brands in India.

. To understand the marketing mi; of e;isting brands.

9. To formulate strategies of a ne2 com(any to enter the Indian cosmetic

market.

I(%+!)*'%&!( %! %$ A+$ ! +$"$+' : -


India. The size of India's cosmetics market is USD 1 billion. Out of this, size

of skin care segment is USD !! million, color cosmetics is USD "# million,

fragrances is USD $# million, men%s care is USD 1&# million and hair care

is USD $!! million. hile li(sticks account for nearly a third of the color

cosmetics market at USD $# million, the market for nail enamels is

estimated at around USD )illion. The remainder, i.e. USD 1" million

consists of (roducts such as mascara, eye*liners etc.



chemical cosmetic market 2hereas Shahnaz ussain, 3ioti4ue and /otus

are (rominent in the herbal segment.





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8oreign brands currently constitute only $! (ercent of the market, due

largely to the higher (ricing these brands carry.

S'!$ ! ,!*+ %$"&" ;!+<

In the (ast fe2 years, the cosmetic industry in India has seen a maor

boost. )any foreign com(anies see this as a maor o((ortunity to enter the

Indian market. India's urban (o(ulation is the main engine that fuels the

demand for arious cosmetic (roducts. :lthough Indians are strongly

attached and committed to their traditions, and culture, the adent of

teleision and the a2areness of the 2estern 2orld are changing the tastes

and customs of India. The <mor(hing% of India is subtle and the changes are

not isible for the first time isitor. o2eer, the market liberalization

(rocess that began in 1551, along 2ith the cro2ning of three Indians as

)iss orld and )iss Unierse, hae made Indian 2omen conscious of

their a((earance. +onse4uently, the cosmetic consum(tion (atterns of

Indian 2omen hae changed, and this trend is fuelling gro2th in the

cosmetic sector. )y research 2ill thro2 light on the current scenario of the

cosmetic industry in India. It 2ill also suggest arious strategies of a ne2

foreign cosmetic brand to enter the Indian market and to com(ete 2ith

other establish (layer.

R$"$+' M$%!)!5!,

• =rimary 0esearch

• Secondary 0esearch

J*"%&&'%&!( !+ '!!"&( +%&'*5+ +$"$+' +!!"5

I hae taken this to(ic because I hae dee( interest in the field of marketing

and es(ecially in those areas 2hich are coered under the (ersonal care

(roduct segment. I also find this to(ic as a ery challenging to(ic and I find

it (ractical too 2hich 2ill definitely hel( me in my career do2n the line. I am

doing this research for my client =alladio, 2hich is an :merican basedcosmetic com(any. I beliee that this research 2ill gie me ery useful

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kno2ledge about a segment of the industry that is booming in India and it

2ill take ahead in my career.

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INTRODUCTION

O9$+9&$;

India, 2ith a (o(ulation of 1.19 billion (eo(le is a country of contrast. ith anu((er and middle class (o(ulation of nearly 9!! million (eo(le, 2hich is more

than that of US: and 7uro(ean +ountries, India has become a huge base of

(otential customers. ence 8oreign +om(anies find India as an attractie

location to setu( their o(erations and e;(and their business.


cosmetic (roducts. :lthough Indians are strongly attached and committed to

their traditions, and culture, the adent of teleision and the a2areness of the

2estern 2orld are changing the tastes and customs of India. The <mor(hing%

of India is subtle and the changes are not isible for the first time isitor.

o2eer, the market liberalization (rocess that began in 1551, along 2ith the

cro2ning of three Indians as )iss orld and )iss Unierse, hae made

Indian 2omen conscious of their a((earance. +onse4uently, the cosmetic

consum(tion (atterns of Indian 2omen hae changed, and this trend is

fuelling gro2th in the cosmetic sector.

M+<$% C!#!"&%&!(

The size of India's cosmetics market is USD 1 billion. Out of this, size of skin

care segment is USD !! million, color cosmetics is USD "# million,



cosmetics market at USD $# million, the market for nail enamels is estimatedat around USD ! )illion. The remainder, i.e. USD $! million consists of


The t2o figures belo2 sho2 the +om(osition of the =ersonal care market and

the +om(osition of the +olor +osmetic )arket res(ectiely.

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M+<$% T+$()"

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The market for cosmetics in India is characterized by high olume sales of

lo2*end (roducts, 2hile at the same time the legendary emerging middle*

class has generally been fuelling demand for cosmetics and u((er*mass

toiletries.

=roducts that are too s(ecialized hae yet to be successful on the Indian

market. 7;am(les include toners, hand care and other alue*added skin care

(roducts, bath ? sho2er (roducts and aftershae balm. Only the richest

consumers can afford these@ indeed, the aerage consumer may be una2are

of their (ur(ose or een e;istence. This also e;(lains the relatiely (oor

sho2ing of (erfumes, es(ecially the (remium ariety.

)ost maor cosmetic com(anies (rofess the need to ta( the u((er market

segment and create e;clusie (roducts, but market studies reeal that most

cosmetic users are un2illing to cough u( more to buy these e;clusie

(roducts. Indeed a more recent feature across all sectors, 2hether basic

toiletries or more lu;ury (roducts, such as color cosmetics, has been for

manufacturers to concentrate on the mass market. 8or toiletries, this is aresult of many consumers trading do2n, forcing manufacturers to res(ond. In

skin care and colour cosmetics, it is more a result of trying to increase

demand in the gro2ing market for mass (roducts, es(ecially among

teenagers.

3rand image and high degree of consumer acce(tability need to be

established in the (ersonal (roducts sector, and call for heay (romotional

inestments in a2areness building, besides tie*u(s 2ith good 8)+A

com(anies to leerage their distribution strengths. The gro2th of direct

marketing as an alternatie channel 2ithout incurring high (romotional and

deelo(mental costs needs to be ealuated by ne2 entrants in the sector, in

order to formulate the most a((ro(riate market deelo(ment strategy for their

(roducts.

I#!+% M+<$%

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+osts for im(orting (roducts are much higher than (roducing it in the country.

India allo2s entry of im(orted cosmetics 2ithout any restrictions but the

aerage im(ort tariff on cosmetics (roducts is ery high. This makes im(orted

(roducts ery e;(ensie for most consumers. )ost foreign cosmetics

com(anies selling (remium brands hae had a difficult time deelo(ing the

lo2 olume (remium market in India. )any had to re*2ork (rice strategies

to2ards the mass segment. =rice is not the only reason res(onsible for their

(roblems. =oor assessment of the size of the u((er middle and high*income

grou(s, and (rice sensitiity een 2ithin these grou(s, had added to their

(roblems.

:ccording to industry e;(erts and trade (ublications, India's annual im(ort ofcosmetics and toiletries and intermediate are from countries like US, 7uro(e,

mainly 8rance, Aermany, Italy, Betherlands, and S(ain account for the maor

share@ and :ustralia, +hina, and Ha(an account for rest of the share.

So(histicated (roducts such as fragrances, non*transfer long*stay li(sticks,

li4uid li( color, eye make*u(s, anti ageingLanti 2rinkle creams, (rofessional

hair*care (roducts, (re(arations for shaing creams, are some of the maor

items of im(ort.

MARKET COMPETITION

Since market liberalization, seeral multinational com(anies, such as 0elon,

+oty, Oriflame, +hambor, :on, Fardley, Bina 0icci, Aarnier /aboratories,

and /%Oreal, hae entered the Indian market. These com(anies initially

cashed in on their international brand image@ ho2eer, re(eat (urchases 2ere

not forthcoming because the (roducts 2ere not (riced com(etitiely.

+onse4uently, these com(anies became (rice*sensitie and most of the

international brands are no2 (riced com(etitiely in the Indian market.

In the color cosmetic, Indian brands like /akme, Ti(s and Toes, Shahnaz

ussain, and multinational com(anies like 0elon, /%Oreal, and :on offer the

highest com(etition. Domestic (layers like /akme, Ti(s and Toes, Shahnaz

ussain mainly dominate the market. o2eer brands such as /%Oreal,

0elon are 4uickly catching the (ace of the domestic (layers. /akme is the

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oerall market leader in the color cosmetics segment, (roiding a 2ide ariety

of (roducts and (rices. /akme is closely follo2ed by 0elon.

In the last fe2 years, there has been a ne2 craze for herbal cosmetic and

(ersonal care (roducts, es(ecially in the skin care segment 2ith the gro2ing

belief that chemical*based cosmetics are harmful. /eading domestic

com(anies, including Shahnaz, /otus erbals, and the 3ioti4ue brands

dominate the (remium herbal cosmetics segment in India, estimated at USD

1!! million. )any com(anies hae e;(anded their (roduct range into herbal

ariants, including com(anies 2ith a (rimary focus on health care (roducts.

)any of the International brands feel that their Indian counter(arts hae not

yet identified the changing needs of the Indian men and 2omen. It is

therefore, that foreign com(anies like +hambor, Oriframe, :on, FS/,

7scada, etc are ambitiously fishing in the Indian 2aters. This feeling is not

com(letely untrue. Indians are becoming more and more a2are of the

2estern 2orld. They are becoming more and more conscious of their

a((earance. ere lies the o((ortunity of cosmetic brands to cash in and take

adantage of the changing mindset of the Indian mass. Secondly, Indian men

are also becoming conscious about arious as(ects of their looks and

com(le;ion. Some com(anies like /%Oreal, +hambor, and Biea hae

(roducts s(ecially targeting men. o2eer, this segment is still largely

unta((ed. Thirdly, there is an increasing (reference for herbal (roducts

among the Indian consumer, but there is a lack of (roducts in this segment.

+om(anies hae realized this o((ortunity and are no2 coming u( 2ith

(roducts 2hich are herbal in nature.

The table belo2 sho2s the arious color cosmetic (roducts that maors

brands hae launched in India> * C1 im(lies the (roduct is aailable, ! im(lies

the (roduct is not aailable

B+() L&"%&'<L&G5!""

L&P$('&5

F!*()%&!( C!('$5$+ B+!(=$+

7lizabeth :rden 1 1 1 1 1 1

/%Oreal 1 1 1 1 1 1

)aybelline 1 1 1 1 ! 1

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0elon 1 1 1 1 1 1

/akme 1 1 1 1 ! 1

+hambor 1 1 1 1 1 1

Shahnazussain

1 1 1 1 1 !

3ioti4ue 1 1 ! 1 1 !

/otus 1 1 1 1 1 !

3rand7ye

Shado2

/iner ?

3ro2sGaal 3rushes 3lushers )ascara +om(act

7lizabeth

:rden1 1 1 ! 1 1 1

/%Oreal 1 1 1 1 1 1 1

)aybelline 1 1 1 ! 1 1 1

0elon 1 1 1 ! 1 1 1

/akme 1 1 1 ! 1 1 1

+hambor 1 1 1 ! 1 1 1

Shahnaz

ussain ! 1 1 ! ! 1 !

3ioti4ue 1 1 1 ! 1 1 1

/otus 1 1 1 ! 1 1 1

MARKETING STRATEGY

. P+&'&(

+osmetic com(anies in India hae ado(ted arious (ricing strategies to

attract the Indian consumers. =rice range aries from com(any to com(any,

(roduct to (roduct to suit the target customers.

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/akme%s (roduct range consists of the 7lle range C(riced at around 0s #!

and the medium*(riced Ultra range Cat around 0s ! to the (remium Orchid

range of colour cosmetics (riced in the range of 0s 1&# to 0s 5#.

0elon has (riced its (roducts, a little higher than /akme. Its (rices range

from 0s $1! to 0s &$#.

/%Oreal has managed to (osition its image as a glamour (roduct in the minds

of the consumer. Its (roducts are (riced higher than 0elon and /akme,

2hich is, 0s 5! to 0s !!.

To target the more (rice sensitie customers, /%Oreal introduced a ne2

cosmetic brand, )aybelline. The (rice of )aybelline%s (roducts ranges from0s 55 to 0s !.

erbal cosmetic (roducts are generally (riced lesser than the chemical

cosmetics. The herbal cosmetic com(anies carry out their (rice 2ars,

generally at this lo2er (rice leel.

Shahnaz ussain, the market leader in herbal cosmetics has a (rice range of

0s 1# to 0s 99#. o2eer, most of its (roducts are (riced at 0s $1! - 0s$$!.

3ioti4ue has a standard (ricing system of 0s $$5 for most of its (roducts

barring /i( Aloss and Gaal 2hich is (riced at 0s $"5 and 0s 55 res(ectiely.

3rands is*M*is its (roduct (rices

3rand /i(stick /i( Aloss /i( =encil 8oundation +oncealer 3ronzer

7lizabeth

:rden

!!*

1!#!"#! "!! ?

"!1&!* 1$! &9! 11&!

/%Oreal #&!* "!! #&!* &9! 9&!* #!! &&!* 5#! &$! !!

)aybelline 155* ! 195* $5 1"5* $#! $#!* 9! B: 1"#

0elon !* &$# $1!* ##! $!#* ! 1&#* &$# 99! ? #$# ##!* #!

/akme 1&#* 5# 1#* 5# 1!* 15# 5#* 5# B: 15#* $5#

+hambor 9#*#1# 5#* 95# 15#* $5# #5#* 5# 95# &5#

Shahnaz

ussain $1! $1! $$! 1"#* 99# 1# B:

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3ioti4ue $$5 $"5 B: $$5 B: B:

/otus $95* $5 155 115 15 ? $!5 $95 B:

3rand7ye

Shado2

/iner ?

3ro2sGaal 3rushes 3lushers )ascara +om(act

7lizabeth

:rden5#! "! "! B: 1!1! ! 19!!

/%Oreal9#! ?

#!!9"# 5! !! &$!

#!!*

&#!"!!

)aybelline 55* $55 155 1#5 B: 155$$#*

$!1$5

0elon91!*

#$#$1#* 9$#

$!#*

!B: 9!!* "#!

!*

95#1!* &$#

/akme1&#*

$#!&!* 15#

9!*

$#!B: 1#!

1"#*

$#1#* 5#

+hambor 9$#

1!*

!C(encil

$#*

"#Cli4uid

1!*

!B: 9$#

$!*

5#&$#

Shahnaz

ussain B: $$!Cli4uid 1$# B: B: $$! B:

3ioti4ue $$5 $$5Cli4uid 55 B: $$5 $$5 $$5

/otus $511!C(encil

1&#Cli4uid11# B: $5 155 95

7. D&"%+&7*%&!(

There are three broad categories of distribution channel that are generally

used by cosmetic com(anies.

1. Distributor or Dealer net2ork.

$. 8ranchisee.

. Stand alone stores.

: diagrammatic re(resentation of the distribution channel is as sho2n belo2> *

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Dealer or distributor net2ork channel is the most 2idely used distribution

channel used by the cosmetic com(anies. In this distribution channel, the

manufacturer a((oints a distributor 2ho is gien a certain area in 2hich he 2ill

o(erate. The distributor (urchases goods from the manufacturer. e then

dis(atches his salesmen to arious retail outlets like malls, de(artmental

stores, groceries, etc to take order and su((ly the goods to the outlets.

+om(anies like /akme, 0elon, /%Oreal, Shahnaz ussain, /otus, and

3ioti4ue use this distribution channel.

The common trends used in the industry regarding the setu( of a distribution

channel are as follo2s> *

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T+$()" ! %$ &()*"%+,

Standalone stores are another ty(e of distribution channel that is used by

arious organizations. In this ty(e, com(anies o(en u( a retail s(ace 2herethe entire store is dedicated to their o2n (roducts. /akme, 0elon, Shahnaz

ussain, 3ioti4ue and The 3ody Sho( hae standalone stores.

PROMOTION STRATEGY

. P!"&%&!(&(

The maor challenge faced by the arious color cosmetic brands is to make its

(roducts uni4ue and to differentiate itself from its com(etitors. +osmetic

(roducts generally hae similar features and 4ualities. So, to establish

themseles in the market, com(anies need to hae a strong US= to sell their

(roducts. US= of a cosmetic (roduct could be brand image, lo2est (rice,

attractie (ackaging, catchy ingles or (unch*lines, (roduct features Csuch as

herbal (roducts, etc.

The second challenge faced by com(anies is to dis(el the fears that colour

cosmetics are harmful for the skin.

:dertising is the main medium used by com(anies in this industry to carry

out their (ositioning cam(aign. /akme has al2ays adertised in the arious

mass media aailable. To (osition them strongly amongst the youth section

/akme came u( 2ith 7lle1 in early 155&. It 2as adertised for the NFoung girl

2ho breaks the rules and loes to hae funN. These ads sho2ed young,

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+hemical +osmetics erbal +osmetics

Distributor )argin &6 6

0etailer )argin 1#6 $!6

+ash Discount 1*$6 BO

+redit =eriod 1# Days 1# Days

8ranchisee Status =erformance based =erformance based0e(lacement 1!!6 re(lacement is done 1!!6 re(lacement is done

1!



college and high school going girls 2ho (roected the image of trying to be

different and NcoolN.

:nother strategy that is 2idely used for (ositioning is dis(atching beauty

adisors in arious stores and retail outlets. Their ob is to (romote their

res(ectie brands and also to make their customers conscious of their looks.

+om(anies also use dis(lays, banners, cabinets and other =O= material to

(osition their brands

7. C!##*(&'%&!( M$)&*#

The medium of communication can be classified and sub*classified into the

follo2ing> *

7lectronic )edia>*

o TE :ds

=rint )edia>*

o )agazines o Be2s(a(ers o 3annerso =osters o =am(hlets

S(onsorshi(s>*

o 8ashion Sho2s

o +elebrity =arties

o +lub 7ents

Others

o Dis(lay Eans

o Internet :ds

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o S)S

7lectronic and (rint media are the most (o(ular medium used for

communication to customers. TE ads are ery costly but hae the ma;imum

reach. :ds in magazines and ne2s(a(ers are relatiely chea(er, but they

hae lesser reach com(ared to TE ads. S(onsoring eents like 8ashion

Sho2s and +lub (arties are also ery costly e;ercises but they hel( in

increasing the (restige and image of the brands. Other form of communication

like dis(lay ans and internet ads are less (o(ular modes of communication

but can be ery effectie sometimes if it is used in the (ro(er manner.

FUTURE PROSPECTS

The gro2ing Indian cosmetics market offers (romising o((ortunities for

international brands. The gro2th rate in the cosmetics market reflects an

increasing demand for beauty care (roducts in India. The most (romising

segments for international com(anies to (ursue are (erfumes and fragrances,

and s(ecializedL(rofessional skin care and hair care (roducts. The fastest

gro2ing market is ho2eer color cosmetics, 2hich account for US &! million

of the total market.

The rural market in India for cosmetics and toiletries remains is largely

unta((ed. )aor domestic (layers hae also not been able to (enetrate this

market. The urban market itself, for s(ecialized cosmetic (roducts remains to

be fully e;(loited. The Indian skin*care market is not yet fully ta((ed and

offers (romising (ros(ects as a gro2th area. =enetration of color cosmetics is

lo2er than the (enetration (ros(ects of the skin*care segment.

To (romote the gro2th of their (roducts, a dominant (layer like /akme has

embarked u(on a business (lan to establish their e;clusie franchised beauty

salons across maor metros in the country.

Im(orted cosmetics hae had a maor im(act on the Indian market. 8oreign

(roducts hae enhanced gro2th of the Indian market by attracting as(iration

consumers and increasing acce(tance of color cosmetics, (reiously

(erceied by many as harmful to skin. Indians generally (erceie foreignbrands as being of su(erior 4uality.

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Other key issues regarding sales (ros(ects are (roduct ariety and retailing

strategies as 2ell. There is a marked shift among consumers from functional

common*fits*all (roducts to more s(ecialized formulations. This is one of the

reasons 2hy an increasing number of cosmetic com(anies are dealing 2ith

consumers directly through s(ecial e;clusie counters in maor de(artmental

stores and malls featuring their o2n beauty consultants. /'Oreal India has

established a consumer adisory unit and =onds, as mentioned earlier offers

skin care adice through touch*screen kiosks, and tele(hone hel(*lines.

3eauti4ue * an e;clusie one*sto( sho( for only im(orted cosmetic brands set

u( recently in Be2 Delhi has 4ualified beauty consultants to (roide free

adice and makeoers to consumers.

The Indian cosmetics and toiletries market 2ill continue to gro2 due to the

increasing incomes and (urchasing (o2er of the gro2ing Indian middle*class

and urban consumers. Demand from the rural areas and smaller to2ns are

also fast increasing. Industry sources e;(ect significant gro2th in both the

mass and (remium segments of the Indian cosmetics market. The market

base ho2eer in the (remium segment is ery small. It is a niche market and

the sco(e for rising olumes is slo2er. The gro2th in the (remium segment is

usually seen to be because of (eo(le u(grading from the mass to the

(remium rather than an increase in consum(tion as such by itself. =ros(ects

for increasing olumes on the other hand is higher in the mass segment

mainly because the market base for this segment is higher, and because of

the lo2er (ricing, it is easier to (ersuade end*users to try out the (roducts.

BRAND RECALL

In any industry, com(anies look for brand recall in their customers. 3rand

recall indicates customer loyalty. It is a kno2n fact that it is less costly for an

organization to maintain the loyalty of old customers than to gain ne2

customers.

In an industry such as the cosmetic industry in India, 2here customers are

generally reluctant to s2itch brands, it is im(eratie to a com(any that they

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gain the trust and loyalty of the customers because it is unlikely that the

customers are going to s2itch brands.

+ustomers% (reference to2ards a (articular brand aries due to arious

factors. These factors can be classified as> *

a. =rice of the (roduct

b. 3rand name or brand image

c. Ty(e of cosmetic (roduct, i.e. chemical or herbal

d. :ailability and isibility

e. :2areness due to TE commercials and other (romotional actiities.

f. ord of mouth

1!! 2omen of arious age grou(s 2ere interie2ed in arious malls of B+0

and the follo2ing results 2ere recorded.

1. The first table sho2s the (ercentage of 2omen the (referred a (articular

brand.

3rand 6 of 2omen (referring the brand

/%Oreal 1$6

)aybelline 1&6

0elon $!6

/akme $96

Shahnaz ussain 1$6

/otus erbals #63ioti4ue "6

Others 96

$. The ne;t chart sho2s the 6 of 2omen 2ho use chemical cosmetics is*M*

is the 6 of 2omen 2ho use color cosmetics.

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. The ne;t table sho2s the (ercentage of 2omen that (refer de(ending

u(on the aboe mentioned factors.

8actors 6 of 2omen

=rice &#6

3rand nameL 3rand Image &!6

Ty(e of (roduct $#6

:ailability or Eisibility $!6

)edia 9!6

ord of mouth #6

Note: - Women are influenced by more than one factor while the buy a

cosmetic product .

:s 2e can see from the aboe table that (rice is the most influencing factor

that 2omen consider 2hile buying a cosmetic (roduct. The ne;t mostinfluencing factor to be considered is the brand name or the brand image.

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Then comes media influence, follo2ed by 2ord of mouth, ty(e of (roduct and

lastly, aailability or isibility of the (roduct.

9. :ge of a 2oman also determines the brand of cosmetic (roducts she

(refers. The follo2ing table sho2s the (reference of a cosmetic brand is*

M*is age of a 2oman.

:gegrou(CinFrs

/%Oreal

)aybelline

0elon

/akme

Shahnazussain

/otuserbals

3ioti4ue

Others

1!*$# 6 1!6 #6 #6 $6 * $6 *

$&*9! 96 96 6 1$6 #6 $6 $6 16

91*## #6 $6 "6 "6 #6 6 6 *

So 2e can see a (attern from the aboe table 2hich suggests that )aybelline

is the most (o(ular brand among the youth. omen in this age grou( are

generally, school or college students and so (rice of (roduct (lays a huge

factor in their decision to buy a (articular cosmetic brand. )iddle aged 2omen

(refer (roducts like /akme and 0elon because the go by the 2ord of mouth.

=rice also (lays an im(ortant factor in their decision to buy a (roduct. omen

in their 9!s and #!s hae the same (reference as the middle age 2oman

grou(. This is because they are reluctant to s2itch brands and tend to

continue 2ith the brand of cosmetics that they 2ere using before. erbal

cosmetics are generally (o(ular 2ith 2omen aboe $& years of age.

M+<$% S$#$(%

)any of the 2orld%s (o(ular cosmetics brands entered the Indian market in

the 155!s as the Indian market o(ened u( to foreign com(anies. The

cosmetics and (ersonal care industry has been gro2ing at an aerage rate of

1#*$! (ercent for the last fe2 years. Aro2th has come mainly from the lo2

and medium*(riced categories, 2hich account for 5! (ercent of the cosmetics

market in terms of olume. 7en though mass*market (roducts still constitute

the maor (ortion of the India cosmetics and toiletries market, increased

dis(osable income has led to gro2th in demand for (remium (roducts. The

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urban (o(ulation in (articular, 2ith its rising (urchasing (o2er, is the main

force that dries the demand for arious cosmetic (roducts in India.

The reasons for the gro2ing demand for cosmetic (roducts in India are threefold>

first, a greater access to teleision, 2hich has created a gro2ing a2areness ofthe 2estern 2orld. Second is, increased adertising in general and third, greater

(roduct choice and aailability. The success of contestants from India in seeral

international beauty (ageants in the last fe2 years has also contributed to making

Indian 2omen more conscious of their a((earance and more a2are of 2estern

cosmetic (roducts and brands. :lso, a boom in the Indian fashion 2orld has

contributed to the rise in demand for (rofessional beauty care (roducts.

7en 2ith double*digit gro2th rates, the market (enetration of cosmetics and

toiletries (roducts in India is ery lo2. +urrent (er ca(ita e;(enditure on

cosmetics is a((ro;imately 1.!!, as com(ared to &.&# in other :sian

countries. This lo2 market (enetration for cosmetics and (ersonal care

(roducts in India can be ie2ed as an o((ortunity for more significant gro2th

do2n the road in this country of 1 billion (eo(le.

The current size of India%s cosmetic and toiletries market is about 5#!

million. The fastest gro2ing segment is color cosmetics, accounting for

around &! million of the total market. Bail enamels and li(stick account for

about round &# (ercent of the color cosmetic segment. 0elon and /%Oreal

dominate the small (remium li(sticks and nail enamels niches. /i(stick sales

account for nearly a third of the market at $1 million, 2hile the market for nail

enamels is about $ million. /akme, a brand originally introduced by the

Tata Arou( of India, but no2 o2ned by industan /eer C// of the Unileer

grou(, Ti(s ? Toes, and 0elon dominate the color cosmetics market. The

color cosmetics segment is ery com(etitie and has a high (enetration leel,

com(ared to other market segments.



to the higher (ricing these brands carry. 8oreign brands initially garnered

sales in the market based on their international brand image, but re(eat

(urchases 2ere not forthcoming. To hit their sales gro2th targets, seeral

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foreign com(anies hae had to reformulate their (ricing strategies to ta( the

most (romising market segment**urban 2omen in the middle and u((er

income grou(s in the age range of $*#!.

India%s annual im(ort of cosmetics and toiletries and intermediate ra2materials is around 1$1 million, of 2hich the U.S. has a share of

a((ro;imately 1! (ercent. 8rance, Aermany, Italy, Betherlands, and S(ain

account for the lion%s share of im(orts, 2ith :ustralia, +hina, and Ha(an

accounting for the rest.

Skin care - The skin care market in India is about 1! million. The market

for s(ecialized skin care (roducts such as sunscreens, toners, cleansers,

astringents, dark circle remoing creams, anti*2rinkle creams and day and

night creams has gro2n steadily in recent years. )ost consumers, ho2eer,

are still are using only facial cream and moisturizers, 2ith moisturizing lotions,

fairness creams and facial cleansers being the most (o(ular (roducts. These

(roducts account for a((ro;imately &! (ercent of the skin*care segment. The

maor (layers in this segment are /akme, =onds, 8air ? /oely, H./. )orison

and 0elon.

Hair Care - The size of the hair care market in India is about $!! million.

International com(anies, including Unileer, through its subsidiary, //, and

=rocter ? Aamble dominate the sham(oo market in India. The hair coloring

and stylingLgel market segment is at a nascent stage and there are not many

local brands aailable. 8oreign brands such as /%Oreal and ella hae

started to make inroads into this segment by (ositioning hair colors as a

fashion accessory. The market (enetration of these (roducts is ery lo2,

ho2eer, and limited to a small section of the urban market. The market for

hair creams, mainly used for hair grooming by men, is also ery small. air

oiling, an age*old Indian tradition mainly used as a (re*2ash nourishment

treatment, is a maor niche in this sector.

Herbal Trend - In the last fe2 years, there has been a rene2ed craze for

herbal cosmetic and (ersonal care (roducts, es(ecially in the skin care

segment 2ith the gro2ing belief that chemical*based cosmetics are harmful.

/eading domestic com(anies, including Shahnaz, /otus erbals, and the

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im(ortance of beauty (ageants, there hae been significant changes and use

of cosmetics is on the rise. :lso, 2ith the boom in the Indian fashion 2orld

and the gro2th in the teleision industry, there has been a rise in demand for

(rofessional beauty care (roducts.

The reasons for the gro2ing demand for cosmetic (roducts in India also

include> greater access to teleision, 2hich has created a gro2ing a2areness

of the 2estern 2orld@ increased adertising in general@ and greater (roduct

choice and aailability.

:lso, a boom in the Indian fashion 2orld has contributed to the rise in demand

for (rofessional beauty care (roducts The urban (o(ulation in the maor cities

2ith increasing (urchasing (o2er is the main force that dries demand for

arious cosmetic (roducts in India. The adent of satellite teleision and

a2areness of the 2estern beauty and fashion 2orld, adertisements and

(romotions, increasing number of 2omen oining the 2ork force is changing

(references, customs and cultures in India. The success of contestants from

India at arious 2ell kno2n international beauty (ageants in the last fe2 years

hae also contributed to2ards making the Indian 2omen more conscious

about looks, beauty, grooming and a2are of 2estern cosmetic(roductsLbrands. :ll this changed the needs and consum(tion (attern of the

Indian 2omen, thus leading to increased gro2th in the cosmetic sector. )ore

Indian consumers started using cosmetics and a small segment are also seen

2illing to (ay a little more to look good. Increasing dis(osable income and

(urchasing (o2er hae led to a constant u(*gradation from mass to (remium

(roducts een though mass*market (roducts still constitute the maor (ortion

of the India cosmetics and toiletries market.

The cosmetics and (ersonal care industry has been gro2ing at an aerage

rate of 1#*$! (ercent for the last fe2 years. 7en 2ith double*digit gro2th

rates, the market (enetration of cosmetics and toiletries (roducts in India is

ery lo2. +urrent (er ca(ita e;(enditure on cosmetics is a((ro;imately !.&

cents, as com(ared to &.&# in other :sian countries. This lo2 market

(enetration for cosmetics and (ersonal care (roducts in India can be ie2ed

as an o((ortunity for more significant gro2th do2n the road in this country of1 billion (eo(le.

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This cosmetics and (ersonal care industry has been gro2ing at an aerage

rate of $! (er cent for the last fe2 years. The gro2ing Indian cosmetics

market offers (romising (ros(ects for international brands. The gro2th rate in

the cosmetics market reflects an increasing demand for beauty care (roducts

in India. =erfumes and fragrances, skin care, and hair care (roducts are some

of the maor segments 2ith (romising (ros(ects for U.S. com(anies.

Industry sources estimate a ra(id gro2th rate of $! (ercent (er annum across

different segments of the cosmetics industry reflecting an increasing demand

for all kinds of beauty and (ersonal care (roduct. Aro2th has come mainly

from the lo2 and medium*(riced categories that account for 5! (ercent of the

cosmetics market in terms of olume.

C*++$(% S&=$ ! I()&( M+<$%

+urrent size of India%s cosmetic and toiletries market is about 5#! million.

C!5!+ C!"#$%&'"

The fastest gro2ing segment is color cosmetics, accounting for around &!

million of the total market. Bail enamels and li(stick account for about round

&# (ercent of the color cosmetic segment. 0elon and /%Oreal dominate the

small (remium li(sticks and nail enamels niches. /i(stick sales account for

nearly a third of the market at $1 million, 2hile the market for nail enamels is

about $ million. /akme, a brand originally introduced by the Tata Arou( of

India, but no2 o2ned by industan /eer C// of the Unileer grou(, Ti(s ?

Toes, and 0elon dominate the color cosmetics market. The color cosmetics

segment is ery com(etitie and has a high (enetration leel, com(ared toother market segments.

S<&( C+$ P+!)*'%"

The skin care market in India is about 1! million. The market for

s(ecialized skin care (roducts such as sunscreens, toners, cleansers,


night creams has gro2n steadily in recent years. )ost consumers, ho2eer,

are still are using only facial cream and moisturizers, 2ith moisturizing lotions,

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fairness creams and facial cleansers being the most (o(ular (roducts. These

(roducts account for a((ro;imately &! (ercent of the skin*care segment. The

maor (layers in this segment are /akme, =onds, 8air ? /oely, H./. )orison

and 0elon.

H&+ C+$ P+!)*'%"

The size of the hair care market in India is about $!! million. International

com(anies, including Unileer, through its subsidiary, //, and =rocter ?

Aamble dominate the sham(oo market in India. The hair coloring and

stylingLgel market segment is at a nascent stage and there are not many local

brands aailable. 8oreign brands such as /%Oreal and ella hae started to

make inroads into this segment by (ositioning hair colors as a fashion

accessory. The market (enetration of these (roducts is ery lo2, ho2eer,

and limited to a small section of the urban market. The market for hair

creams, mainly used for hair grooming by men, is also ery small. air oiling,

an age*old Indian tradition mainly used as a (re*2ash nourishment treatment,

is a maor niche in this sector.

8ragrances and color cosmetics constitute the high gro2th segments. Bail

enamels and li(sticks account for around &# (ercent of total color cosmetic

sales in India. /akme, a brand originally introduced by the Tata grou( of India,

no2 bought oer by industan /eer C// of the Unileer grou(, Ti(s ?

Toes, another domestic (layer, and 0elon dominate the US &! million color

cosmetics market. )ultinationals, 0elon of the U.S. and /'Oreal's )aybelline

has a dominant share of the small (remium li(sticks and nail enamels market.

)ass*market (roducts account for a maor share, 2hile the (remium segment

accounts only for a mere 5 (er cent in li(sticks and # (er cent in nail enamels.

/i(sticks account for nearly a third of the market at US $1 million, 2hile the

market for nail enamels is estimated at around US $ million. The color

cosmetics segment is ery com(etitie and has a high (enetration leel of !

(ercent. )ost other cosmetic (roducts are estimated to be used by less than

9! (ercent of the consumers.

The (restige fragrance market, 2hich has seen a steady influ; of foreign

brands, is currently estimated at US $! million and is mainly bought by the

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affluent sections. :n aerage annual gro2th rate of 1# (ercent has been

estimated for this segment for the ne;t fe2 years. The body s(ray category is

the fastest gro2ing segment 2ithin the fragrance category. The body s(ray

market is estimated at a((ro;imately $! million cans (er annum and it is

estimated to increase to 1!! million cans by $!!".

The skin care market in India is estimated at US 1! million. ithin the last

decade, this segment has seen many consumers slo2ly shift from the mass to

the (remium end of the market. The (enetration rate is high in the skin*care

segment as com(ared to color cosmetics. In the skin*care segment, (rice and

olume (layed an e4ual role in alue gro2th. 8rom a ery basic leel of most

consumers using only face cream and moisturizers, the market for mores(ecialized skin care (roducts such as sun screens, toners, cleansers, and


night creams seems to hae gro2n steadily in recent years. )oisturizing

lotions, fairness creams and face cleansers are the (o(ular categories in the

skin*care segment and account for a((ro;imately &! (ercent of the skin*care

segment. The maor (layers in this segment are /akme, =onds, and 8air ?

/oely of the // grou( 2ith a #! (ercent market share, follo2ed by (layers

such as H./. )orison that markets the Biea range of (roducts in India, Aodre

and 0elon. The size of the hair care market in India is estimated at more

than US $!! million, #! (ercent of 2hich interestingly comes from sales of

sham(oo. International com(anies like Unileer through its subsidiary,

industan /eer CSunsilk, Organics, +linic, and /u;@ and =rocter ? Aamble

C2ith brands such as =antene, ead ? Shoulders dominate the sham(oo

market in India 2ith a((ro;imately # and $! (ercent market share

res(ectiely. The hair coloring and stylingLgel market segment is at a nascent

stage in India. There are not many local brands aailable in this segment but

in recent months, many foreign brands such as /'Oreal and ella hae

started making inroads into this segment by (ositioning hair colors as a

fashion accessory. =enetration of these (roducts is ery lo2 and limited to

certain sections of the urban market. The market for hair creams, mainly used

for hair grooming by men is also ery small. air oiling, an age old tradition of

Indians and mainly used as a (re*2ash nourishment is a maor segment in

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this sector and has giants like // and local Dabur and )arico Industries

fighting for market share in the hair oil segment.

8ragrances and color cosmetics constitute the high gro2th segments. Bail

enamels and li(sticks account for around &# (ercent of total color cosmeticsales in India. /akme, a brand originally introduced by the Tata grou( of India,

no2 bought oer by industan /eer C// of the Unileer grou(, Ti(s ?

Toes, another domestic (layer, and 0elon dominate the US &! million color

cosmetics market. )ultinationals, 0elon of the U.S. and /'Oreal's )aybelline

has a dominant share of the small (remium li(sticks and nail enamels market.

)ass*market (roducts account for a maor share, 2hile the (remium segment

accounts only for a mere 5 (er cent in li(sticks and # (er cent in nail enamels./i(sticks account for nearly a third of the market at US $1 million, 2hile the

market for nail enamels is estimated at around US $ million. The color

cosmetics segment is ery com(etitie and has a high (enetration leel of !

(ercent. )ost other cosmetic (roducts are estimated to be used by less than

9! (ercent of the consumers.

The (restige fragrance market, 2hich has seen a steady influ; of foreign

brands, is currently estimated at US $! million and is mainly bought by theaffluent sections. :n aerage annual gro2th rate of 1# (ercent has been

estimated for this segment for the ne;t fe2 years. The body s(ray category is

the fastest gro2ing segment 2ithin the fragrance category. The body s(ray

market is estimated at a((ro;imately $! million cans (er annum and it is

estimated to increase to 1!! million cans by $!!".

The skin care market in India is estimated at US 1! million. ithin the last

decade, this segment has seen many consumers slo2ly shift from the mass to

the (remium end of the market. The (enetration rate is high in the skin*care

segment as com(ared to color cosmetics. In the skin*care segment, (rice and

olume (layed an e4ual role in alue gro2th. 8rom a ery basic leel of most

consumers using only face cream and moisturizers, the market for more

s(ecialized skin care (roducts such as sun screens, toners, cleansers,


night creams seems to hae gro2n steadily in recent years. )oisturizinglotions, fairness creams and face cleansers are the (o(ular categories in the

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skin*care segment and account for a((ro;imately &! (ercent of the skin*care

segment. The maor (layers in this segments are /akme, =onds, 8air ?

/oely of the // grou( 2ith a #! (ercent market share, follo2ed by (layers

such as H./. )orison that markets the Biea range of (roducts in India, Aodre

and 0elon. The size of the hair care market in India is estimated at more

than US $!! million, #! (ercent of 2hich interestingly comes from sales of

sham(oo. International com(anies like Unileer through its subsidiary,

industan /eer CSunsilk, Organics, +linic, and /u;@ and =rocter ? Aamble

C2ith brands such as =antene, ead ? Shoulders dominate the sham(oo

market in India 2ith a((ro;imately # and $! (ercent market share

res(ectiely. The hair coloring and stylingLgel market segment is at a nascent

stage in India. There are not many local brands aailable in this segment but

in recent months, many foreign brands such as /'Oreal and ella hae

started making inroads into this segment by (ositioning hair colors as a

fashion accessory. =enetration of these (roducts is ery lo2 and limited to

certain sections of the urban market. The market for hair creams, mainly used

for hair grooming by men is also ery small. air oiling, an age old tradition of

Indians and mainly used as a (re*2ash nourishment is a maor segment in

this sector and has giants like // and local Dabur and )arico Industries

fighting for market share in the hair oil segment.

C*++$(% P!"&%&!( ! I(%$+(%&!(5 C!"#$%&' B+()" &( I()&

hile other (arts of the 2orld are taking to the traditional Indian herbal 2ay of

beauty, Indian consumers are increasingly looking to international brands as

life style enhancement (roducts. )ore and more sheles in sho(s and

bouti4ues are stocked 2ith cosmetics from around the 2orld. Sinceliberalization, many international brands like :on, 3urberrys, +alin Glein,

+artier, +hristian Dior, 7stee /auder, 7lizabeth :rden, /ancome, +hambor,

+oty, /'Oreal, Oriflame, 0elon, /'Oreal, Fardley, ella, Sch2arzko(f,

7scada, Bina 0icci, 0ochas, Fes St. /aurent and Ha(anese cosmetics

com(any, Shiseido hae entered the Indian market. The (rices of most

foreign brands hae been fairly high, 2hich has deterred aerage Indian

consumers. International brands cater to a segment that can broadly be

classified as the urban higher income grou(.

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to the higher (ricing these brands carry. 8oreign brands initially garnered

sales in the market based on their international brand image, but re(eat

(urchases 2ere not forthcoming. To hit their sales gro2th targets, seeral

foreign com(anies hae had to reformulate their (ricing strategies to ta( the

most (romising market segment**urban 2omen in the middle and u((er

income grou(s in the age range of $*#!.

+osts for im(orting (roducts are much higher than (roducing it in the country.

India allo2s entry of im(orted cosmetics 2ithout any restrictions but the

aerage im(ort tariff on cosmetics (roducts is currently ery high at 5.$(ercent. This makes im(orted (roducts ery e;(ensie for most consumers.

)ost foreign cosmetics com(anies selling (remium brands hae had a difficult

time deelo(ing the lo2 olume (remium market in India. )any had to re*

2ork (rice strategies to2ards the mass segment. =rice is not the only reason

res(onsible for their (roblems. =oor assessment of the size of the u((er

middle and high*income grou(s, and (rice sensitiity een 2ithin these

grou(s, had added to their (roblems.

:ccording to estimates of industry e;(erts and trade (ublications, India's

annual im(orts of cosmetics and toiletries and intermediate ra2 materials are

a((ro;imately US 1$! million. +ountries like US, 7uro(e, mainly 8rance,

Aermany, Italy, Betherlands, and S(ain account for the maor share@ and

:ustralia, +hina, and Ha(an account for rest of the share.

So(histicated (roducts such as fragrances, non*transfer long*stay li(sticks,

li4uid li( color, eye make*u(s, anti ageingLanti 2rinkle creams, (rofessional

hair*care (roducts, (re(arations for shaing creams, are some of the maor

items of im(ort.

=enetration leels of international cosmetics brands in India are still lo2.

8oreign brands currently constitute only $! (ercent of the market. : maor

reason for lo2 (enetration of international brands can be attributed to high

(ricing. These com(anies initially gained sales on their international brand

image, ho2eer, re(eat (urchases 2ere not forthcoming and to retain their

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sales gro2th, seeral foreign com(anies reformulated (rice strategies to ta(

the large Indian middle class. Urban 2omen in the middle and u((er income

grou(s in the age range of $*#! is the target grou( for international brands,

as this grou( looks for better (roducts and is 2illing to (ay a (remium for

international 4uality (roducts. Industry estimates suggest that there are close

to 1! million such 2omen in India.

India%s annual im(ort of cosmetics and toiletries and intermediate ra2

materials is around 1$! million, of 2hich the U.S. has a share of

a((ro;imately 1! (ercent. 8rance, Aermany, Italy, Betherlands, and S(ain

account for the lion%s share of im(orts, 2ith :ustralia, +hina, and Ha(an

accounting for the rest.

T!&5$%+&$" M+<$% &( I()&

The toiletries market segment in India is 2ell deelo(ed and dominated by

multinational com(anies and a fe2 large Indian com(anies. This segment is

also characterized by high entry barriers, a high rate of ne2 (roduct launches,and high adertising e;(enditures. 3ath and sho2er (roducts account for the

largest share of the toiletries market segment. The toiletries segment can be

diided into t2o categories> the less (rice sensitie niche and highly brand

conscious, (remium niche. The (rice sensitie niche caters to the middle and

lo2er middle class and the (remium niche caters to the urban and higher

class.

The toiletries market in India is 2ell deelo(ed and dominated by multinationalcom(anies and a fe2 large Indian com(anies. : fe2 maor (layers, high entry

barriers, fairly high rate of ne2 (roduct launches, and high adertisement

s(endings characterize this segment. )aor (layers in this market are //,

=rocter ? Aamble C=?A, +olgate =almolie, 0eckitt 3enckiser, Aodre

+onsumer =roducts and Birma. // is the market leader in maority of the

toiletries and (ersonal care segment such as soa(sL(ersonal 2ash, oral care,

fabric 2ash and talcum (o2der. In oral care, +olgate =almolie is a

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household name and until a fe2 years back 2as almost a generic name for

tooth(aste in India.

3ath and sho2er (roducts account for the largest share of the market. The

market size of soa(s alone is more than US #! million. Use of li4uid soa(sis also gaining (o(ularity in India. Oral, and hair care (roducts tailored

s(ecially for Indians such as hair oils also hae a maor share. The toiletries

segment is clearly diided into t2o categories * the less (rice sensitie and

highly brand conscious (remium segment catering to the urban higher middle

class and the general segment that caters to the middle and lo2er middle

class. In terms of olume, the Indian toilet soa(s market has been estimated

to be gro2ing at a((ro;imately # (ercent and currently stand at oer #,#!,!!!tones.

G+!;&( D$#() ! C!"#$%&'" !+ M$(

Bo2adays, cosmetics and toiletries are not ust of interest to 2omen

consumers. Indian men are increasingly using body s(rays, colognes andother cosmetics and toiletries. ith a rising demand from men, many (layers

are coming out 2ith men%s cosmetic (roducts, es(ecially in the skin care

niche. Oerall, the market size of the men's (ersonal care segment is about

1&# million, 2ith Aillette haing 2on the largest market share to date. Other

maor (layers in this segment include Aodre, H./. )orison and //.

+osmetics and toiletries are not ust the domain of 2omen any longer and

Indian men too are increasingly taking to the use of more and more bodys(rays, (erfumes and other cosmetics and toiletries. ith rising demand from

men, the Indian market is getting enlarged and many (layers are coming out

2ith cosmetic (roducts es(ecially skin care (roducts for men. The market size

of men's (ersonal care segment is estimated at a((ro;imately US

1&#million, 2ith Aillette haing the largest market share. Other maor (layers

in this segment include Aodre, H./. )orison and //. The gro2ing demand

for men's cosmetics hae made many direct selling com(anies such as)odicare and :m2ay to launch ne2 (roducts for men.

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/o2 )arket =enetration * :n O((ortunity for tremendous gro2th

7en 2ith double*digit gro2th rates, the market (enetration of cosmetics and

toiletries (roducts in India is ery lo2. +urrent (er ca(ita e;(enditure on

cosmetics is a((ro;imately !.& cents, as com(ared to &.&# in other :siancountries. This lo2 market (enetration for cosmetics and (ersonal care

(roducts in India can be ie2ed as an o((ortunity for more significant gro2th

do2n the road in this country of 1 billion (eo(le.

=enetration of most cosmetic and toiletries is ery lo2 in India. +urrent

consum(tion of many (roducts is 2ell belo2 that of many countries in :sia.

The lo2 market (enetration of many cosmetics and (ersonal care (roducts

offers room for gro2th. The Indian toiletries market is 2ell deelo(ed and

dominated by maor multinational com(anies and a fe2 large Indian (layers.

erbal =roducts

In the last fe2 years, there has been a rene2ed craze for herbal cosmetic and

(ersonal care (roducts, es(ecially in the skin care segment 2ith the gro2ing

belief that chemical*based cosmetics are harmful. /ocal maors, includingShahnaz, /otus erbals, and the 3ioti4ue brands dominate the (remium

herbal cosmetics segment in India, estimated at 1!! million. )any

com(anies hae e;(anded their (roduct range into herbal ariants, including

com(anies 2ith a (rimary focus on health care (roducts.

In the last fieLsi; years, there has been a rene2ed craze for herbal cosmetic

and (ersonal care (roducts, es(ecially in the skin care segment 2ith the

gro2ing belief that chemical*based cosmetics are harmful. Shahnaz ussain,3ioti4ue, and /otus erbals are the maor (layers in this segment. )any

com(anies also e;(anded their range to include herbal ariants. The gro2ing

(o(ularity for natural (roducts also attracted many (rimarily health*care

com(anies such as imalaya Drugs C2ith its :yuredic +once(ts range, and

Dabur to launch natural*based cosmetic (roducts.

D&"%+&7*%&!( '(($5"

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:n increasing number of cosmetics com(anies are no2 dealing 2ith

consumers directly through s(ecial e;clusie counters in maor de(artmental

stores and malls featuring their o2n beauty consultants. Serice marketing

strategies, such as (oint*of*sale adice and beauty counseling, hae (roen

to be effectie methods to increase sales of cosmetics and (ersonal care

(roducts. 3eauty counselors or adisors at retails outlets hae been ery

successful in gaining attention, creating (roduct a2areness and oercoming

consumers fears about many cosmetics and (ersonal care (roducts such as

home hair (ermanents and color cosmetics.

/%Oreal India has established a consumer adisory unit and =onds offers skin

care adise through touch*screen kiosks and tele(hone hel( lines for skincare. /%Oreal also markets its range of s(ecialized hair care (roducts

e;clusiely through salons and beauty (arlors and is currently is the only

com(any in the market that has a hair color range tailored e;clusiely for

(arlors. To (romote the gro2th of their (roducts, a number of Indian

com(anies hae established e;clusie franchised beauty salons in maor

metros that offer s(ecialized training courses to customers. 3eauti4ue, an

e;clusie one*sto( sho( for im(orted cosmetic brands set u( recently in Be2

Delhi, offers 4ualified beauty consultants to (roide free adice and

makeoers to consumers. +om(anies also continue to innoate their selling

methods. 8or e;am(le, 3accarose, o2ners of the +hambor brand, organizes

tea (arty make*u( sessions at maor Indian cities.

R$*5%!+, R$&#$

=rior to )arch 1, 1555, cosmetics and toiletries 2ere on India%s im(ort

Prestricted listQ. This meant that a s(ecial im(ort license 2as re4uired to

im(ort cosmetics and toiletries into the country. Today, India (ermits the

im(ortation of cosmetics and toiletries 2ithout any restrictions. :lthough the

im(ortation (rocess has been made easier and India has been reducing

im(ort tariffs substantially, the current 9!. (ercent total im(ort tariff on

cosmetics (roducts is still on the high side. o2eer, the ne2 rate is a huge

im(roement oer last year%s rate of #" (ercent im(ort tariff aerage on

cosmetics (roducts.

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3eginning in Hanuary, $!!1, the Indian goernment made it mandatory for all

(re*(ackaged goods Cintended for direct retail sale im(orted into India to bear

the follo2ing labeling declarations> i name and address of the im(orter@ ii

generic or common name of the commodity (acked@ iii net 4uantity in terms

of standard unit of 2eights and measures@ i month and year of (acking in

2hich the commodity is manufactured or (acked or im(orted@ and

ma;imum retail sales (rice C)0= at 2hich the commodity in (ackaged form

may be sold to the end consumer. The )0= includes all ta;es, freight

trans(ort charges, commission (ayable to dealers, and all charges to2ards

adertising, deliery, (acking, for2arding and the like. +om(liance of the

aboe*stated re4uirements has to be ensured before the im(ort consignments

are cleared by customs in India. The im(ort of (re*(ackaged commodities

such as ra2 materials, bulk im(orts, etc., that need to undergo further

(rocessing before they are sold to end consumers are not included under this

labeling re4uirement.

The term NcosmeceuticalsN is not recognized in India. Doctors in India are not

allo2ed to sell (roducts and 2ould not (rescribe anything im(orted that does

not hae 8D: a((roal. If a cosmeceutical (roduct cannot be sold as an

oer*the*counter item and is classified as a (harmaceutical item, the (roduct

2ould re4uire a((roal from the office of the Drug +ontroller of India in the

)inistry of ealth. The im(ort of such (roducts 2ill only be allo2ed if the

generic (roduct category is registered 2ith the Drug +ontroller's Office.

P+&'$ S$("&%&9$ M+<$%

In general, India is a ery (rice sensitie market. +osmetics and (ersonal

care (roduct com(anies, es(ecially the ne2 entrants, hae had to 2ork out

innoatie strategies to satisfy Indian (references and budgets in order to

establish a hold in the market. 8or e;am(le, gien the (rice*sensitiity of

Indian consumers, many cosmetic and toiletries com(anies launched their

(roducts in smaller (ack sizes to make them more affordable. Small (ack

sizes hae (roed to be ery (o(ular in the Indian market as the conce(t

offers consumers lo2er (urchase costs and the o((ortunity to try ne2

(roducts.

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: strong brand (romotional cam(aign, good distribution net2ork, constant

(roduct innoation and 4uality im(roement, and the ability to (roide a

ariety of 4uality (roducts are some of the maor reasons for the success in

the market. Understanding the attitudes, (references and as(irations of the

different segments of India's consumers is crucial to achieing success in the

Indian market.

C!#$%&%&!(

Indian cosmetic market, 2hich has been traditionally a stronghold of a fe2

maor Indian (layers like /akme, and =onds has seen a lot of foreign entrants

to the market 2ithin the last decade. India is a ery (rice sensitie market and

the cosmetics and (ersonal care (roduct com(anies, es(ecially the ne2

entrants hae had to 2ork out ne2 innoatie strategies to suit Indian

(references and budgets to establish a hold on the market and establish a

niche market for themseles.

Aien the (rice*sensitiity of the Indian consumer 2ho do not normally (refer

to fork out a large sum at one time, many cosmetic and toiletries com(anies

launched their (roducts in smaller (ack sizes to make them more affordable.

// and 0elon 2ere the first to introduce small (ack sizes. 0elon

introduced its small*range of ml nail (olishes and li(sticks, and 2as soon

follo2ed it its strategy by maor Indian com(anies as 2ell. Small (ack sizes

hae (roed to be ery (o(ular in the Indian market as it offers a consumer

lo2er (urchase cost and the o((ortunity to try ne2 (roducts.

Stiff com(etition in the cosmetics and toiletries market also sa2 an increase in

the range of ne2 (roducts being introduced for ne2er a((lication conce(ts in

the last fe2 years. In the skin*care segment, from ust creams and

moisturizers, there has been a u(grade to alue*added (roducts such as

under*eye 2rinkle remoing creams, dark circle remoing creams toners,

sunscreen lotions, fairness creams, and many more. The color cosmetics

market sa2 ne2 (roducts such as smudge*(roof li(sticks and mascaras,

li4uid li( color, and long*stay li(sticks being introduced. These s(ecialized

a((lications led to gro2th in olumes and also enabled com(anies to (rice the

(roducts at a (remium, driing u( alue gro2th.

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Serice marketing strategies, such as (oint*of*sale adice and beauty

counseling hae sho2n to boosts sales of cosmetics and (ersonal care

(roducts and drien gro2th in the Indian market. 3eauty counselors or

adisors at retails outlets hae been ery successful in gaining attention,

creating (roduct a2areness and oercoming consumers lack of familiarity

2ith, and fears about many cosmetics and (ersonal care (roducts such as

home hair (ermanents and color cosmetics. Some com(anies such as /akme

hae een set u( e;clusie /akme beauty (arlors at maor cities in India

through the franchisee route. )aor herbal cosmetics brands such as

Shahnaz ussain and 3ioti4ue also o(erates chains of salons through

franchisees and offer s(ecialized training courses to customers.

+om(anies continue to innoate on selling methods. =o(ular Indian brand,

=onds established consumer adisory cells and through touch screen

counters and tele(hone hel(*lines offers adice on skin care. :nother

com(any, 3accarose, o2ners of the +hambor brand organizes tea (arty

make*u( sessions at maor Indian cities.

/'Oreal markets its range of s(ecialized hair care (roducts e;clusiely

through salons and beauty (arlors. /'Oreal currently is the only com(any inthe market that has a hair color range tailored e;clusiely for (arlors. The

com(any 2as also the first to introduce modern hair color and sham(oos for

colored hair in the Indian market.

: strong brand (romotional cam(aign, good distribution net2ork, constant

(roduct innoation and 4uality im(roement, and the ability to (roide a

ariety of 4uality (roducts are some of the maor reasons for the success of

most com(anies.

//, is currently India's largest cosmetics and (ersonal care (roducts

(roducer and its brands has the dominant share Cmore than #! (ercent in

segments such as (ersonal 2ash, skin care, sham(oos, li(sticks and nail

(olish.

M+<$% A''$""

=rior to )arch 1, 1555, India had cosmetics and toiletries on its restricted listof im(orts and a s(ecial im(ort license 2as re4uired for im(ort of cosmetics

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and toiletries into the country. This regulation has no2 been done a2ay 2ith

and, India today, (ermits im(ort of cosmetics and toiletries 2ithout any

restrictions. This has made the Indian market more attractie to foreign

cosmetic com(anies. Im(orts hae been made easier, but not necessarily

chea(er.

The total im(ort duty rate on cosmetics and toiletries classified under S

+ode .! to .!" is 5.$! (ercent, 2hich een though has been scaled

do2n oer the (ast fe2 years is still ery much on the higher side. The high

duties cause im(orts to be (rice uncom(etitie. +ertain high * end (roducts

ust do not sell in India because the final (rice to bring it into India is too high

for consumers to (ay.

The com(onents of the total im(ort duty include a basic duty of $! (ercent

Ca((lied on the cost insurance freight C+I8 alue of goods, an additional duty

C(o(ularly called counterailing duty of 1& (ercent, and a s(ecial additional

customs duty of 9 (ercent introduced in the 155*55 Indian budget leied on

the aggregate of the basic, counterailing and additional duties. This im(ort

tariff com(onent is leied to (roide local manufacturers some (rotection

against im(orts.

The s(ecial additional customs duty of 9 (ercent is intended to re(resent the

incidence of sales ta; and similar leies a((licable on domestic goods. The

counterailing duty is e4uialent to the local e;cise ta; on similar articles

manufactured 2ithin the country.

Since Hanuary, $!!1, the Indian goernment made it mandatory for all (re*

(ackaged goods Cintended for direct retail sale im(orted into India to bear the

follo2ing labeling declarations> i name and address of the im(orter, ii generic

or common name of the commodity (acked, iii net 4uantity in terms of

standard unit of 2eights and measures, i month and year of (acking in

2hich the commodity is manufactured or (acked or im(orted, and

ma;imum retail sales (rice C)0= at 2hich the commodity in (ackaged form

may be sold to the end consumer. The )0= includes all ta;es, freight

trans(ort charges, commission (ayable to dealers, and all charges to2ards

adertising, deliery, (acking, for2arding and the like.

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+om(liance of the aboe*stated re4uirements has to be ensured before the

im(ort consignments are cleared by customs in India. Im(ort of (re*(ackaged

commodities such as ra2 materials, com(onents, bulk im(ort etc., that need

to undergo further (rocessing before they are sold to end consumers are not

included under this labeling re4uirement.

S5$" P+!"$'%"

The gro2ing Indian cosmetics market offers (romising o((ortunities for

international brands. The gro2th rate in the cosmetics market reflects an

increasing demand for beauty care (roducts in India. The most (romising

segments for international com(anies to (ursue are (erfumes and fragrances,

and s(ecializedL(rofessional skin care and hair care (roducts. The fastest

gro2ing market is ho2eer color cosmetics, 2hich account for US &! million

of the total market.

The rural market in India for cosmetics and toiletries remains is largely

unta((ed. )aor domestic (layers hae also not been able to (enetrate this

market. The urban market itself for s(ecialized cosmetic (roducts remains to

be fully e;(loited. The Indian skin*care market is not yet fully ta((ed and

offers (romising (ros(ects as a gro2th area. =enetration of color cosmetics is

lo2er than the (enetration (ros(ects of the skin*care segment.

To (romote the gro2th of their (roducts, a dominant (layer like /akme hae

embarked u(on a business (lan to establish their e;clusie franchised beauty

salons across maor metros in the country.

Im(orted cosmetics hae had a maor im(act on the Indian market. 8oreign

(roducts hae enhanced gro2th of the Indian market by attracting as(irational

consumers and increasing acce(tance of color cosmetics, (reiously

(erceied by many as harmful to skin. Indians generally (erceie foreign

brands as being of su(erior 4uality.

Other key issues regarding sales (ros(ects are (roduct ariety and retailing

strategies as 2ell. There is a marked shift among consumers from functional

common*fits*all (roducts to more s(ecialized formulations. This is one of the

reasons 2hy an increasing number of cosmetic com(anies are dealing 2ithconsumers directly through s(ecial e;clusie counters in maor de(artmental

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stores and malls featuring their o2n beauty consultants. /'Oreal India has

established a consumer adisory unit and =onds, as mentioned earlier offers

skin care adise through touch*screen kiosks, and tele(hone hel(*lines.

3eauti4ue * an e;clusie one*sto( sho( for only im(orted cosmetic brands set

u( recently in Be2 Delhi has 4ualified beauty consultants to (roide free

adice and make oers to consumers.

The Indian cosmetics and toiletries market 2ill continue to gro2 due to the

increasing incomes and (urchasing (o2er of the gro2ing Indian middle*class

and urban consumers. Demand from the rural areas and smaller to2ns are

also fast increasing.

Industry sources e;(ect significant gro2th in both the mass and (remium

segments of the Indian cosmetics market. The market base ho2eer in the

(remium segment is ery small. It is a niche market and the sco(e for rising

olumes is slo2er. The gro2th in the (remium segment is usually seen to be

because of (eo(le u(grading from the mass to the (remium rather than an

increase in consum(tion as such by itself. =ros(ects for increasing olumes

on the other hand is higher in the mass segment mainly because the market

base for this segment is higher, and because of the lo2er (ricing, it is easierto (ersuade end*users to try out the (roducts.

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LITERATURE REVIEW

S("!% ! %$ C!"#$%&' I()*"%+, &( I()&

India, 2ith a (o(ulation of 1.19 billion (eo(le is a country of contrast. ith an

u((er and middle class (o(ulation of nearly 9!! million (eo(le, 2hich is more

than that of US: and 7uro(ean +ountries, India has become a huge base of

(otential customers. ence 8oreign +om(anies find India as an attractie

location to setu( their o(erations and e;(and their business.


cosmetic (roducts. :lthough Indians are strongly attached and committed totheir traditions, and culture, the adent of teleision and the a2areness of the

2estern 2orld are changing the tastes and customs of India. The <mor(hing%

of India is subtle and the changes are not isible for the first time isitor.

o2eer, the market liberalization (rocess that began in 1551, along 2ith the

cro2ning of three Indians as )iss orld and )iss Unierse, hae made

Indian 2omen conscious of their a((earance. +onse4uently, the cosmetic

consum(tion (atterns of Indian 2omen hae changed, and this trend is

fuelling gro2th in the cosmetic sector.

M+<$% C!#!"&%&!(

The size of India's cosmetics market is USD 1 billion. Out of this, size of skin

care segment is USD !! million, color cosmetics is USD "# million,



cosmetics market at USD $# million, the market for nail enamels is estimatedat around USD ! )illion. The remainder, i.e. USD $! million consists of


The t2o figures belo2 sho2 the +om(osition of the =ersonal care market and

the +om(osition of the +olor +osmetic )arket res(ectiely.

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BCG MATRI>

Stars> 8or cosmetic industry /i(stick and eye color 2ould be the star category.

+ash +o2s> 8or )en cosmetic 2ould be the +ash co2s.

Kuestion marks> air color 2ould be 4uestion mark for the cosmetic industry

due to (eo(le hae some other source to (ermanent color of the hair.

Dogs> )ascara (roduct 2hich used only in marriage or once in a long (eriod

2ould be the dog for the cosmetic com(any.

+ash co2s are units 2ith high market share in a slo2*gro2ing industry. These

units ty(ically generate cash in e;cess of the amount of cash needed to

maintain the business. They are regarded as staid and boring, in a NmatureN

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market, and eery +osmetic com(any 2ould be thrilled to o2n as many as

(ossible. They are to be NmilkedN continuously 2ith as little inestment as

(ossible, since such inestment 2ould be 2asted in an industry 2ith lo2

gro2th.

Dogs, or more charitably called (ets, are units 2ith lo2 market share in a

mature, slo2*gro2ing industry. These units ty(ically Nbreak eenN, generating

barely enough cash to maintain the business's market share. Though o2ning

a break*een unit (roides the social benefit of (roiding obs and (ossible

synergies that assist other business units, from an accounting (oint of ie2

such a unit is 2orthless, not generating cash for the +osmetic com(any. They

de(ress a (rofitable +osmetic com(any's return on assets ratio, used bymany inestors to udge ho2 2ell a +osmetic com(any is being managed.

Dogs, it is thought, should be sold off.

Kuestion marks Calso kno2n as (roblem child are gro2ing ra(idly and thus

consume large amounts of cash, but because they hae lo2 market shares

they do not generate much cash. The result is a large net cash consum(tion.

: 4uestion mark has the (otential to gain market share and become a star,

and eentually a cash co2 2hen the market gro2th slo2s. If the 4uestionmark does not succeed in becoming the market leader, then after (erha(s

years of cash consum(tion it 2ill degenerate into a dog 2hen the market

gro2th declines. Kuestion marks must be analyzed carefully in order to

determine 2hether they are 2orth the inestment re4uired to gro2 market

share.

Stars are units 2ith a high market share in a fast*gro2ing industry. The ho(e

is that stars become the ne;t cash co2s. Sustaining the business unit's

market leadershi( may re4uire e;tra cash, but this is 2orth2hile if that's 2hat

it takes for the unit to remain a leader. hen gro2th slo2s, stars become

cash co2s if they hae been able to maintain their category leadershi(, or

they moe from brief stardom to dog dom.

:s a (articular industry matures and its gro2th slo2s, all business units

become either cash co2s or dogs. The natural cycle for most business units is

that they start as 4uestion marks, then turn into stars. 7entually the market

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sto(s gro2ing thus the business unit becomes a cash co2. :t the end of the

cycle the cash co2 turns into a dog.

The oerall goal of this ranking 2as to hel( cor(orate analysts decide 2hich of

their business units to fund, and ho2 much@ and 2hich units to sell. )anagers2ere su((osed to gain (ers(ectie from this analysis that allo2ed them to

(lan 2ith confidence to use money generated by the cash co2s to fund the

stars and, (ossibly, the 4uestion marks. :s the 3+A stated in 15"!>

Only a diersified +osmetic com(any 2ith a balanced (ortfolio can use its

strengths to truly ca(italize on its gro2th o((ortunities. The balanced (ortfolio

has>

stars 2hose high share and high gro2th assure the future@

cash co2s that su((ly cosmetic (roduct for that future gro2th@ and

4uestion marks to be conerted into stars 2ith the added Be2 (roduct

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PRODUCT LIFE CYCLE OF COSMETIC INDUSTRY

=rofit

Introduction Aro2th )aturity Decline

0etail marketing has eoled, the consumer has become more

kno2ledgeable and demanding, and cosmetics themseles hae become

more so(histicated and innoatie. :bout the only thing that has remained

constant in the cosmetics industry oer the years is 2omen%s loe of

cosmetics. In the U.S., most 2omen begin 2earing cosmetics before age 1$

and, by age 1, almost 5! (ercent are using them.

Technological adances hae allo2ed for the creation of multifunctional

(roducts R (roducts that (erform more than their basic role. 8or e;am(le,

cosmetics that contain ceramides and itamins, as 2ell as UE (rotection are

(o(ular. Today, foundations (rotect from ultraiolet rays, li(sticks moisturize

and mascaras thicken and condition. )ultifunctional (roducts hae enoyed

much success, thanks to more discerning consumers 2ho are demanding

alue for money in their colour cosmetics (urchases.

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Cosmetic

Industry

Time



The biggest (erformance deelo(ment in colour cosmetics has been the

creation of Pstay*onQ (roducts.

+onsumers hae also been attracted by (roducts that are easier to a((ly

and conenient to use, such as (en li(sticks and fast*drying nail (olishes

omen buy the maority of their cosmetics from mass, drug or food stores

2here selecting (roducts yourself is the norm.

7stee /auder%s research in the U.S. market sho2ed that sales doubled 2hen

self*serice 2as offered. Aiing (eo(le the choice attracted ne2 customers.

Innoatie technologies hae allo2ed manufacturers to create dramatically

im(roed cosmetic sam(les and to distribute sam(les beyond the (oint*of*

sale, een into the home. Sam(ling e;(erts agree that the most effectie

sam(ling ehicles are those designed to reach consumers at home.

Areater (roduct (enetration in suburban and rural areas, fre4uent (roduct

launches and greater interest in (ersonal grooming, es(ecially among the

younger (o(ulation, droe gro2th. igher leels of dis(osable income and

lo2er (roduct (rices through smaller (ackaging sizes made cosmetic and

toiletries affordable to more consumers.

SGUs - Selling Git Unit sizes and (ackaging can be effectiely used to

generate trial and initiate demand for a (roduct, 2ithout com(romising on

(rice. )aybelline Be2 Fork, for instance, globally has 5!! SGUs in colour

cosmetics.

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RESEARCH METHODOLOGY

R$"$+' O7$'%&9$

1. To carry out a com(rehensie research on the current scenario of

cosmetic industry in India.

$. To reie2 the (osition of the e;isting cosmetic brands in India.

. To understand the marketing mi; of e;isting brands.

To formulate strategies of a ne2 com(any to enter the Indian cosmetic market

R$"$+' M$%!)!5!,

• =rimary 0esearch

• Secondary 0esearch

The first and second obectie of this research 2ill be attained through

conducting secondary research on the orld ide eb, magazines,

ne2s(a(ers, articles, etc. There are arious articles, re(orts and ne2sletter

on the internet about the current scenario and the com(osition of the Indian

cosmetic market.

The third obectie 2as achieed by conducting (rimary research. Earious

retail outlets like Sho((er%s Sto(, =antaloons, etc 2ere isited. Stand*alone

stores of arious brands like 0elon, Shahnaz ussain, 3ioti4ue, etc 2erealso isited. :n a((ro(riate 4uestionnaire 2as designed and 4uestions 2ere

asked to the on*floor e;ecuties and information about the (roducts and

(rices of arious brands 2ere e;tracted. Earious distributors and marketing

(ersonnel of maor cosmetic brands 2ere also interie2ed for the (lacement

and (romotion strategies of these brands.

The fourth obectie 2as achieed by analyzing the information gathered from

the (rimary and secondary data source and formulating an a((ro(riatemarketing strategy for a ne2 international brand to enter into the Indian

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market. Earious (lus (oints in the marketing strategies of the e;isting brands

2ere ke(t in consideration and loo( holes in their strategy 2ere aoided to

formulate the marketing strategy for the ne2 brand.

FINDING AND ANALYSIS

PRIMARY DATA ANALYSIS

1. hat kind of store do you deal in

0etail Outlet $&

Stand :lone Store $&

3outi4ue &

Others !

To understand the marketing mi; of e;isting brand in the current scenario I

took a 4uestionnaire based method to gather (rimary data for this I isited

arious retail outlets like Sho((er%s Sto(, =antaloons, etc 2ere isited. Stand*

alone stores of arious brands like 0elon, Shahnaz ussain, 3outi4ue, etc

2ere also isited. :n a((ro(riate 4uestionnaire 2as designed and 4uestions

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2ere asked to the on*floor e;ecuties and information about the (roducts and

(rices of arious brands 2ere e;tracted.

Earious distributors and marketing (ersonnel of maor cosmetic brands 2ere

also interie2ed for the (lacement and (romotion strategies of these brands.

:s =ie chart also de(icted I chosen 1#! as a sam(le size 2hich is random

basis and in my surey 9&6 store is targeted as bouti4ue because 2here

most of female are come for their beauty needs. :lso retail outlet and stand

alone outlet is 1"6 contributed in my surey result, this segment gie us 2ide

e;(erience to analyze the marketing mi; of the cosmetic markets in India.

Others is contributed $!6 out of my sam(le size of 1#! (eo(le that is

contributed arious distributors and marketing (ersonnel of maor cosmetic

brands 2ere also interie2ed for the (lacement and (romotion strategies of

these brands.

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$. hat brand (eo(le (refer to buy for cosmetic uses in your store, =lease

chose only one o(tion out of these

/'Oreal 19

0elon 1$

+hambor $

/akme 1

+hanel

+alin Glein 5

Daidoff "

)aybelline 9

/ancome !

FS/ !

7lizabeth :rden "

Shisheido 1

0al(h /auren 1

)arks and S(encer 9

The 3ody Sho( 1

Biea 1

Aarnier 1$

Setet $

IT+ 1!

Sunsilk 9

Doe &

7eryouth 1

Easeline 1Eatika

imalaya

=onds $

=antene 1

=arachute 1

=ark :enue $

3rylcream Aodre 1

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/ion 1

7mami 1

Through this 4uestion I try to analyze the endor (reference for selling the

cosmetic (roduct in their res(ectie store. This 2ill hel( me to find out

different marketing mi; for the brand that has a (resence in the Indian market.

:ccording to our surey result /%oreal has more market share than others out

of 1#! retailers I chosen for surey and 19 retailers suggest that /oreal has a

number one brand in their res(ectie store category of cosmetic brand.

Bo2 for /oreal the com(etition get increased in coming days because 2e can

easily look at 0elon , /akme and Aarnier also coming 2ith the same 2ay

2here they also contributed significant amount of (roduct (ortfolio in cosmetic

market of India.

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. o2 many different brands contributed this follo2ing segment of cosmetic

Industry

Different +osmetic Segment Bo of 3rands

air +are 1&

Skin +are 15

+olor +osmetics 11

8ragrances 19

)en's +are "

Toiletries $

These data I gathered from the different distributors and marketing (ersonnel

of maor cosmetic brands 2ere also interie2ed for the (lacement and

(romotion strategies of these brands.

:s =ie chart de(icted that 16 com(any contributed to the air care segment

2here start from /oreal , to godre eery com(any target this segment

aggressiely. )oe to the other cosmetic segment 2here $16 com(any

targeted to the skin care one of the lucratie business area for the any 8)+A

com(any no2 a days you found also. The most cro2ded are of the cosmetic

segment is Toiletries 2here as $&6 com(any targeted this area due of huge

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(otential of gro2th. In our surey I chosen 5! brands from the different

com(anies 2hich is targeting Indian cosmetic industry in big 2ay.

9. hich com(any brand is most faorable in /i(stick C/i( Aloss, /i( =encil

Segment

B+() L&"%&'<

7lizabeth :rden 1"

/oreal 1

)aybelline 1

0elon $

/akme $$

+hambor #Shahnaz ussain 1"

3ioti4ue 9

/otus 5

/i(stick is the one segment 2here eery cosmetic com(any try to find one of

the biggest s(ace to indulge 2ith it.

Out of 1#! retailers as a sam(le size /oreal has $16 market share same 2ith

0elon 2hich is 4uite com(etitie can easily find out . also /akme has a 1#6

market share follo2ed by /oreal and 0elon. Some other /i(stick brand like

Shahnaz ussain has a 116 market share 2hich contributed herbal and nice

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kind of segment here. 8or making sim(ler to data analysis /i(stick segment

coered /i( Aloss, /i( =encil.

#. hich of the follo2ing brand is most faorable to the customer for 7ye

segment C7ye Shodo2, /iner ? 3ro2s , Gaal ,3lushers, )ascara,+om(act

B+() E,$ '!5!+

7lizabeth :rden 5

/oreal 9

)aybelline 19

0elon !

/akme 1

+hambor Shahnaz ussain 19

3ioti4ue 9

/otus 11

/i(stick and 7ye +olor is the one segment 2here eery cosmetic com(any try

to find one of the biggest s(ace to indulge 2ith it.

Out of 1#! retailers as a sam(le size /oreal has $6 market share same and

0elon contributed $!6 to the market also /akme has s also aluable

(resence in this segment 2here this com(any has $16 market share 2hich is

4uite com(etitie can easily find out. some other eye color brand like Shahnaz

ussain has a 56 market share 2hich contributed herbal and nice kind of

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segment here. 8or making sim(ler to data analysis /i(stick segment coered

7ye Shodo2, /iner ? 3ro2s , Gaal ,3lushers, )ascara,+om(act.

&. hat is the (rice range for /i(stick segment for the arious brands in the

market

B+()P+&'$ R($ !+ L&S%&'S$#$(% A''$%7&5&%,

7lizabeth :rden !!* 1!#! 1

/oreal #&!* "!! $$

)aybelline 155* ! $#

0elon !* &$# 1"

/akme 1&#* 5# 1

+hambor 9#*#1# 15

Shahnazussain $1! 19

3ioti4ue $$5 1$

/otus $95* $5 1!

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=rice range for /i(stick segment for the arious brands in the market sho2s

the (rice and aailability of the (roduct and the brand that caters to Indian

cosmetic market.

e chosen 1#! retailers for the surey and 2ould get the result aboe sho2nin gra(h and the /ist.

)aybelline is the brand for 2hich is leader in this segment 2here got $#

retailers choice due to of (rice range 155*!. hereas /oreal is 4uite

e;(ensie there (rice range is #&!*"!! but due to margin is ery good on this

(roduct retailers are loe to sell $$ retailers chosen /oreal is a (referred

brand to sell through their outlet.

0elon 2hich is again (rice range of !*&$# 2ould hae 1" retailers choice

in their basket. Bo2 moe to some less (rice segment 2here as /akme has

1 retailers choice out of 1#! retailers as our sam(le size.

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". hat margin you aail in the follo2ing brand

+om(anyBame

0elon /%Oreal /akme /otus 3ioti4ueShahnazussain

Distributor)argin

&6 &6 &6 6 6 6

0etailer)argin

1#6 1#6 1#6 $!6 $!6 $!6

+ashDiscount

$6 BO BOde(ends onState

BO BO

+redit =eriod 1# days BO 1# days 1# days BO BO

8ranchiseeStatus

)in.sales of0s#!,!!!L*for months

)in. salesof 0s1,#!,!!!L*(.m.

3ased on(erformance

(otentialsales of 0s9#,!!!L* to#!,!!!L*(.m.

3ased on(erformance

3ased on(erformance

0e(lacement1.#6 ofinoicealue

1!!6re(lacement is done

1!!6re(lacementis done

1!!6re(lacement is done



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This gra(h de(ict the 0etailers margin and the Distributor margin they 2ill get

2hen they sell one (roduct in there outlet. This section 2ill gie us insight of

the 0etailers choice for selling one (roduct. hich is e4ually aluable then the

marketing and other marketing mi; because some time buying behaior

influenced by the retailers to the great e;tent.

3ut sur(risingly 0eelon , /oreal and /akme these are three to( brand in the

cosmetic market 2hich gie &6 margin to the distributor and 1#6 flat margin

to the retailers no2 the discussion (oint is 2hen one brand established in the

market com(any also use the com(etitie adantage on that front.

+oming to the second o(tion 2here three brand 2hich is less kno2 in

com(arison to the 0eelon , /oreal and /akme 2hich is /outus, 3ioti4ue,

Shahnaz hussain they gae 6 margin 2hich is more than $6 from the

established brand and 0etailer 2ould got $!6 margin 2hich is more than #6

of the established brand.

+learly for the ne2 com(any 2ho try to established there o(eration in India

take care of these (oint because it is 2ell kno2n fact Indian consumers are

ery (rice sensitie either distributor or retailers or end consumers.

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. 0ate your satisfaction leel to selling cosmetic brand

e try to gauge 2ith this 4uestion about the customer satisfaction leel in this

follo2ing four ertical form our surey sam(le size of 1#!.

$6 res(ondent out of 1#! (eo(le is giing us good signal that there

satisfaction leel is lo2er than e;cellent and ery good 2hile $$6 res(ondent

think there satisfaction leel 2ere e;cellent for to sell the cosmetic brand

through outlets also 16 res(ondent are chooses ery good to sell cosmetic

(roduct through the com(any. /o2 area is 16 2here (eo(le are not satisfied

2ith the cosmetic (roduct because they think they don%t hae any re4uirement

of that, com(any need to 2ork to2ards this filling u( this ga( also try to turn

196 res(ondent are saying aerage leel satisfaction leel to2ards selling the

cosmetic brand.

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5. Do you satisfy 2ith the kind of marketing (romotion (lan cosmetic com(any

is doing in current market scenario

Out of 1#! (eo(le from our surey suggested that #16 (eo(le are suggested

that this outdoor marketing actiity or direct marketing and other 2ay of

marketing actiity doing by the cosmetic com(any like /oreal, or 0elon is

(erfectly fine.

Bo2 also along 2ith #16 ery com(etitie ans2er 2e receied that 956

(eo(le are actually not liked the current marketing and (romotion scheme

o(ted by the com(any no2 from the ne;t 4uestion 2e 2ould ask to the

retailers 2hat are the (ossible 2ay to do adertisement to reach out more

masses.

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Bo $#

#"



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1!. 8rom 2here you get to kno2 about cosmetic (roduct most.

Through this 4uestion 2e try to analyze the a2areness about the cosmetic

(roduct com(any and ho2 2ell they communicate to the customer or retailer

and ho2 they 2ill communicate.

8rom our finding it is comes that 6 (eo(le out of 1#! as a sam(le size is

res(onded that they are got to kno2 about the cosmetic (roduct through

:dertisement so the adertisement is the best 2ay to communicate their

(roduct to the end users. $16 res(ondent said they got to kno2 about

cosmetic (roduct through cam(aigned by the res(ectie com(any. :lso 1#6

retailers got to kno2 about these (roduct through sales re(resentatie. :nd

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+osmetic (roduct Bo of 0es(ondent

Through +am(aigned 1#

Through Sales re(resentatie 19

:dertisement $!

ord of mouth (ublicity 19

Internet 1$

#5



1" 6 res(ondent out of 1#! (eo(le said they got to kno2 if the customer

demanded same (roduct form the res(ectie com(any

0ecommendation about the any cosmetic (roduct com(any for the (romotion

best medium is adertisement in that (rint media, electronic media alsocam(aigned and 2ord of mouth (ublicity is e4ually im(ortant in the medical

deices com(any

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India. The size of India's cosmetics market is USD 1 billion. Out of this, size of

skin care segment is USD !! million, color cosmetics is USD "# million,



cosmetics market at USD $# million, the market for nail enamels is estimated

at around USD )illion. The remainder, i.e. USD 1" million consists of




chemical cosmetic market 2hereas Shahnaz ussain, 3ioti4ue and /otus are(rominent in the herbal segment.







to the higher (ricing these brands carry.

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RECOMMENDATION

The size of India's colour cosmetics market is 0s $#! crore. That offragrances is 0s # crore 2hile the skincare market size is larger at 0s 9!!

crore. hile li(sticks account for nearly a third of the colour cosmetics market

at 0s 5!*1!! crore, the market for nail enamels is estimated at around 0s 11!

crore. The remainder consists of (roducts such as mascara, eye*liners etc.

The market for cosmetics and toiletries in India is characterized by high

olume sales of lo2*end toiletry (roducts, 2hile at the same time the

legendary emerging middle*class has generally been fuelling demand forcosmetics and u((er*mass toiletries.

=roducts that are too s(ecialized hae yet to be successful on the Indian

market. 7;am(les include toners, hand care and other alue*added skin care

(roducts, bath ? sho2er (roducts and aftershae balm. Only the richest

consumers can afford these@ indeed, the aerage consumer may be una2are

of their (ur(ose or een e;istence. This also e;(lains the relatiely (oor

sho2ing of (erfumes, es(ecially the (remium ariety.

)ost maor cosmetic com(anies (rofess the need to ta( the u((er market

segment and create e;clusie (roducts, but market studies reeal that most

cosmetic users are un2illing to cough u( more to buy these e;clusie

(roducts. Only 9! (er cent of /akme's customers e;(ressed their 2illingness

to (ay more in antici(ation of su(erior 4uality.

hen the domestic (layers hae looked at the (remium segment they hae

ado(ted a ery cautious a((roach. 8or instance /akme has no2 introduced

its e;(ort range ild Orchid' into the domestic market and also recently

launched ultra (remium' range. 3ut these are limited (roduct ranges mainly

in the (erfumes and colour cosmetics segment.

Indeed a more recent feature across all sectors, 2hether basic toiletries or

more lu;ury (roducts, such as colour cosmetics, has been for manufacturers

to concentrate on the mass market. 8or toiletries, this is a result of many

consumers trading do2n, forcing manufacturers to res(ond. In skin care and

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colour cosmetics, it is more a result of trying to increase demand in the

gro2ing market for mass (roducts, es(ecially among teenagers.

The first challenge that the colour cosmetics industry had to face 2as to undo

the negatie connotations attached 2ith N3eing fashionableN. 8urther they alsohad to dis(el the fears that colour cosmetics are harmful for the skin. They

had to hel( the (eo(le to learn to ado(t cosmetics as an essential (art of daily

grooming.

In this industry (ositioning is carried out mainly by adertisements. /akme has

al2ays adertised in the arious mass media aailable. It also has a ery

good distribution net2ork. 8or instance, its (remium brand Orchids has

follo2ed the (ath of +hambor, and is (laced only in large and re(uted retail

stores

To (osition them strongly amongst the & million youth section /akme came u(

2ith 7lle1 in early 155&. It 2as adertised for the NFoung girl 2ho breaks the

rules and loes to hae funN. These ads sho2ed young, college and high

school going girls 2ho (roected the image of trying to be different and NcoolN.

In the (remium segment /akme has introduced another (layer, :iance,

2hich has been (osition as Ncustomized beauty solutionsN. The distribution is

handled by net2ork marketing, 2hich consists of a number of beauty

consultants, mainly belonging to the u((er*middle class, 2ho hae been 2ell

trained and are 2ell groomed to s(read the :iance beauty gos(el

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BIBLIOGRAPHY

0eed, Sandra I. US De(artment of ealth and uman Serices. N+osmeticsand Four ealth.N $!!9. )ay 19, $!!". V1W

/e2is, +arol. 8D:. N+learing u( +osmetic +onfusion.N $!!!. )ay 19, $!!".

=allingston, H C155. /i(stick> : +elebration of the orld's 8aorite +osmetic.

St. )artin's =ress. IS3B !1$15519".

:gner T C1551. NSusce(tibility of ato(ic dermatitis (atients to irritant

dermatitis caused by sodium lauryl sul(hateN. :cta Derm. Eenereol. "1 C9>

$5&-!!. =)ID 1&1&99.

Bassif :, +han S+, Storrs 8H, anifin H) CBo 1559. N:bnormal skin irritancy

in ato(ic dermatitis and in ato(y 2ithout dermatitisN. :rch Dermatol 1! C11>

19!$-". =)ID "5"5991.

)arrakchi S, )aibach I C$!!&. NSodium lauryl sulfate*induced irritation in

the human face> regional and age*related differencesN. Skin =harmacol

=hysiol 15 C> 1""-!. doi>1!.11#5L!!!!511$. =)ID 1&&"515.

+I0 (ublication. 8inal 0e(ort on the Safety :ssessment of Sodium /auryl

Sulfate and :mmonium /auryl Sulfate. Hournal of the :merican +ollege of

To;icology. 15 Eol. $ CBo. " (ages 1$"*11.

/Xffler , 7ffendy I C)ay 1555. NSkin susce(tibility of ato(ic indiidualsN.

+ontact Derm. 9! C#> $5-9$. =)ID 1!999"".

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ANNE>URES

. A(($?*+$ @ : -

/ist of Indian cities 2ith their (o(ulation

R(< C&%, S%%$ P!*5%&!(

1 )umbai C3ombay )aharashtra $!,"!,"&9

$ Delhi Delhi 1,&$,&$#

Golkata C+alcutta est 3engal 1#,1#,&"!

9 +hennai C)adras Tamil Badu ",15&,###

# 3engaluru C3angalore Garnataka &,"!,1!

& yderabad :ndhra=radesh

&,15&,55

" :hmedabad Auarat #,$##,!!

=une )aharashtra #,!&5,!&1

5 Gan(ur Uttar =radesh ,9!,59#

1! Surat Auarat ,195,$&5

11 Hai(ur 0aasthan $,55",119

1$ /uckno2 Uttar =radesh $,51#,"#&

1 Bag(ur )aharashtra $,#1,#&"

19 =atna 3ihar $,#1&,9&

1# Indore)adhya=radesh

1,559,5!5

1& )eerut Uttar =radesh 1,1,!"

1" 3ho(al)adhya=radesh

1,"1,

1 Eadodara C3aroda Auarat 1,&"1,"1

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15 /udhiana =unab 1,&&$,$#

$! Bashik )aharashtra 1,&#&,#5

$1 3hubanesh2ar Orissa 1,&&,$1&

$$ :gra Uttar =radesh 1,&!,#!!

$ +oimbatore Tamil Badu 1,&15,""

$9 Gochi C+ochin Gerala 1,#1,$&1

$# Eisakha(atnam CEizag :ndhra=radesh

1,95,$11

$& Earanasi C3enares Uttar =radesh 1,9",##&

$" 0akot Auarat 1,9$,1!

$ )adurai Tamil Badu 1,,$!&

$5 :sansol est 3engal 1,$",51

! Habal(ur )adhya=radesh

1,$#1,99

1 :llahabad Uttar =radesh 1,$9,&95

$ Hamshed(ur Hharkhand 1,$9,1

Dhanbad Hharkhand 1,15$,$9$

9 :mritsar =unab 1,11,"5!

# )ysore Garnataka 1,1&9,$

& :urangabad )aharashtra 1,1#,$#

" Eiaya2ada :ndhra

=radesh

1,1$,&99

Sola(ur )aharashtra 1,!59,##

5 Srinagar Hammu andGashmir

1,!,!&"

9! 3hilai +hhattisgarh 1,!,"$

91 0anchi Hharkhand 1,!5,&5$

9$Thiruanantha(uramCTriandrum Gerala 1,!$",9!

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9 Au2ahati :ssam 1,!1$,11

99 +handigarh +handigarh 1,!!,!1

9# Gozhikode C+alicut Gerala 5#,5$$

9& A2alior )adhya=radesh

5"$,#"

9" Hodh(ur 0aasthan 5"1,9!"

9 Tiruchira(alli CTrichy Tamil Badu 59,51#

95 Halandhar =unab 59,#11

#! 3areli Uttar =radesh ,!9#

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7. A(($?*+$ : -

India%s to( 1! cities> *

Ten ealthiest, ighest +onsuming To2ns

R(< T!;(" S%%$"

F&*+$" +$ &()$? ! #+<$%"&=$ ! %!;(" '5'*5%$) +!#@8 &()&'%!+" ! &('!#$'!("*#%&!( ;+$($"" ()#+<$% &(+"%+*'%*+$

1Areater

)umbai)aharashtra 1,!!!

$ Delhi Delhi "5!

Golkata est 3engal &1

9 +hennai Tamil Badu &

# yderabad :ndhra=radesh

$#

& 3angalore Garnataka $##

" :hmedabad Auarat $$1

=une )aharashtra $!"

5 Surat Auarat 1$9

1! Bag(ur )aharashtra 1!#

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T! T$( W$5%&$"% T!;(" &( I()&

R(< T!;(" S%%$"P$+-C&% A((*5 I('!#$ &(

R".

1 +handigarh +handigarh CUT $&, "1!

$ =anai Aoa $&,!"#

Delhi Delhi $9, 191

9 Eal(arai Tamil Badu $, ""$

# Areater)umbai

)aharashtra $, 1!5

& =une )aharashtra $$, 1"

" /udhiana =unab $$, 1"

+hennai Tamil Badu $1, #

5 Shimla imachal=radesh

$1, 9

1! Halandhar =unab $1, $#9

T$( T!;(" ;&% H&$"% F#&5, I('!#$ &( I()&

R(< T!;(" S%%$" !*"$!5)" ;&% #!(%5,&('!#$ #!+$ %( R". @0000

1 =anai Aoa ""

$ /udhiana =unab &

Delhi Delhi &$

9 :mritsar =unab &!

# Halandhar =unab &!

& +handigarh +handigarh #"

" =une )aharashtra #&

Areater )umbai )aharashtra #&

5 Eal(arai Tamil Badu #

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http://www.mapsofindia.com/maps/maharashtra/






1! 8aridabad aryana #1

T!;(" ;&% H&$"% S$()&( !( FMCG P+!)*'%"

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9 :hmedabad Auarat $,&5

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& =une )aharashtra $,!9

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YSoa(, Sham(oo, Bail =olish, ashing =o2der, 8oot2ear, Tea, +offee,

+igarettes, 7lectric 3ulbs

IIPM

Alumni ID:

"1





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UESTIONNAIRE

1. hat kind of store do you deal inCa 0etail Cb Stand alone storeCc 3outi4ue Cd Others C=lease mention,ZZZZZZZZZZZ

$. hat brand (eo(le (refer to buy for cosmetic uses in your store,=lease chose only one o(tion out of theseCa /'Oreal Cb 0elon Cc +hambor Cd /akme Ce +hanel Cf +alin GleinCg Daidoff Ch )aybelline Ci /ancomeC FS/ Ck 7lizabeth :rden Cl Shisheido

Cm 0al(h /auren Cn )arks and S(encer Co The 3ody Sho(C( Biea C4 Aarnier Cr SetetCs IT+ Ct Sunsilk Cu DoeC 7eryouth C2 Easeline C; EatikaCy imalaya Cz =onds Caa =anteneCbb =arachute Ccc =ark :enue Cdd 3rylcreamCee Aodre Cff /ion Cgg 7mami

. o2 many different brands contributed this follo2ing segment ofcosmetic IndustryCa air +are Cb Skin +are Cc +olor +osmetics

Cd 8ragrances Ce )en's +are Cf Toiletries

9. hich com(any brand is most faorable in /i(stick C/i( Aloss, /i(=encil Segment Ca 7lizabeth :rden Cb /oreal Cc )aybellineCd 0elon Ce /akme Cf +hambor Cg Shahnaz ussain Ch 3ioti4ue Ci /otus

#. hich of the follo2ing brand is most faorable to the customer for 7yesegment C7ye Shodo2, /iner ? 3ro2s , Gaal ,3lushers,)ascara,+om(act

Ca 7lizabeth :rden Cb /oreal Cc )aybellineCd 0elon Ce /akme Cf +hambor Cg Shahnaz ussain Ch 3ioti4ue Ci /otus

&. hat is the (rice range for /i(stick segment for the arious brands inthe marketCa 7lizabeth :rden Cb /oreal Cc )aybellineCd 0elon Ce /akme Cf +hambor Cg Shahnaz ussain Ch 3ioti4ue Ci /otus

IIPM

Alumni ID:

"$



". hat margin you aail in the follo2ing brand

+om(anyBame

0elon /%Oreal /akme /otus 3ioti4ueShahnazussain

Distributor)argin

0etailer)argin

+ashDiscount

+redit =eriod

8ranchisee

Status

0e(lacement

. 0ate your satisfaction leel to selling cosmetic brand 7;cellent Eery good. Aood. :erage. /o2

5. Do you satisfy 2ith the kind of marketing (romotion (lan cosmeticcom(any is doing in current market scenario

• Fes

• BO

1!. 8rom 2here you get to kno2 about cosmetic (roduct most. Through +am(aigned organized by the com(any.th Through res(ectie sales re(resentatie. Through adertisement.

ord of mouth (ublicity. Internet.

"

cosmetic industry of india

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