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from BUSINESS LINE, September 17, 2009 Women are already spoilt for choice when it comes to buying skincare products. Multinationals such as Hindustan Unilever and L'Oreal, along with homegrown companies such as Emami and Himalaya are carrying out the beautification of Indian women efficiently. So efficiently that the domestic skincare market's size has swollen to Rs 2,000 crore and is growing at close to 20 per cent every year.
Seeking to cash in on this growing market, this summer saw two major launches in the skincare category. FMCG major Dabur launched its skincare range based on Ayurveda while Johnson & Johnson (J&J), known better for its baby care products in the country, launched its globally successful skincare brand Neutrogena.
Recognising that competition is tough and the market is overcrowded, both brands have come out with USPs that are diametrically opposite. While Dabur's Uveda touts the appeal of traditional Ayurveda, Neutrogena claims to bring pathbreaking science into beauty.
Back to the Vedas Till last year Gulabari was Dabur's only brand in the skincare segment. But much can change in a year. With the takeover of Fem and the launch of Uveda, Dabur now has three brands catering to three different price points and needs in the skincare segment.
The latest offering, Uveda, caters to the premium category. The company has high hopes for the brand, even though the skincare market is a cluttered one. The reason for such confidence is Dabur's faith in the goodness of Ayurveda. Vikas Mittal, Executive Vice President (Personal Care), Dabur India, says, "The brand combines the wisdom of Ayurveda with international appeal." "Consumer research showed that women use skincare products but are not sure of their impact on their skin. Uveda products have critical herbal extracts derived from a blend of documented authentic Ayurvedic ingredients," adds Mittal.
Dabur has a lot of expectations from the brand, whichis still in the test-marketing stage. According to Mittal, "The potential for growth is immense in this market. Uveda, in fact, has the potential to be the next big brand launch for Dabur after Vatika. Our immediate plan is to offer a whole range of skin care products under the Uveda umbrella. This is just the beginning. At a later stage, we would like to take the brand to the international markets. Uveda has the potential to become an international skincare brand for Dabur." This has been the first time that Dabur has decided to enter the skincare segment so aggressively. Mittal says, "Dabur's skin care portfolio now has three key pillars of Uveda, Fem and Gulabari."Fem operates in the fairness bleach market. Gulabari has a range of mainstream skincare products offering the benefit of roses.
Science in Beauty While skincare is a relatively new foray for Dabur, J&J has been present in the segment globally for over 40 years. Neutrogena has been present in the global markets since the early 1960s. In 1994 J&J acquired the brand.
For years J&J has been known for its baby care products and medical equipment. But this year the company finally decided to spread its portfolio and bring Neutrogena to India.
Swami Raote, Managing Director J&J Consumer, India, said, "Though the skincare market is still nascent, we feel this is the right time to enter." The brand's USP is its legacy of science-based innovations in skincare, which has come to be recommended by many dermatologists. The company claims to have superior product formulations grounded in science. Raote says, "Now, more than ever, today's consumers equate health with beauty. We believe that Neutrogena stands naturally poised for tremendous future growth and an ever increasing number of satisfied customers." The company's confidence in the brand comes from the global success of Neutrogena. Tina Mistry, Vice-President, J&J Consumer India, said, "Beauty care is large for J&J globally. The global skincare market is worth $67 billion and J&J with its Neutrogena brand is present in more than 70 countries." "Globally we are the fifth largest skincare brand and Neutrogena is number one in the skincare segment in the US," adds Mistry.
The company has high expectations from the skincare market in India as well, expecting the market size to double over the next two years.
While it has launched only a limited range at present, J&J might well look to bring in more products from Neutrogena's global portfolio in the future.
More entrants in the near future Before the year is over, there is likelihood of another major launch in the skincare segment. Colorbar, which recently opened its first flagship store in Delhi, also plans to launch its range of skincare products for both men and women towards the end of the year.
An ever-increasing number of brands in the segment have injected new life into the skincare market in India. The onus is now on the brands already present in the market to innovate and ward off the new challenge. With most companies bullish about the segment, the skincare industry should be one to watch out for in the coming years. All of it in the end bodes well for the consumers. So whether you want ayurvedic ingredients for your skin or cutting-edge scientific formulations, it's all out there.
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