It is often said that beauty lies in th eeyes of the beholder, well not any more.
Beauty is a relative term and anyone can beautify with the apt use of make up. It enhances
our appearance and helps to get the stunning look. We check out this glamourising industry.
The cosmetics industry is valued at Rs 712 crore (Approx.) at present, and swtor credit is expected to grow to Rs 1,514
crore by 2012. India, along with China, is one of Asia’s largest cosmetics markets, and has
had a growth of about 60 per cent since the late 1990s, according to a Euromonitor Wakfu Kamas report. People today do not mind
shelling out an extra penny, but prefer to buy the best, be it apparels, shoes, cosmetics
or perfumes though its consumption levels are very low compared to other nations despite
high penetration levels for cosmetic cheap wow
gold products.
Unorganised to organised
The Indian cosmetics market is full of imitations of the original products, which are
available at a much lower price than the genuine ones. These imitations could be made out
of cheap materials which can be at times harmful for the skin. The growing need to look
good, along with the above mentioned reasons, has led people to purchase more of the
branded products, leading to a shift from an unorganised sector to an organised one. The
increasing availability of domestic and international brands and greater product
availability at affordable prices has led consumers to move away from using products from
the unorganised channel.
Boost factors
India is a very price sensitive market and the low per capita expenditure on personal
products has offered impressive growth opportunities to this industry. Greater interest in
personal grooming, along with increasing disposable incomes has helped the industry reach
this stature. Moreover, with enhanced living standards, growing competition, marked shift
in consumer attitude towards spending, coupled with aspirational lifestyles and quality
products available at affordable prices, cosmetics have grown from being luxury products to
necessity products. The increase in the number of working women has definitely led to an
increase in the usage of firefall gold
cosmetics. Increased exposure to international splendour, fashion and lifestyle trends all
put together is giving a great impetus to the industry. In a nutshell, N V Sivakumar,
Leader Retail Practice, PricewaterhouseCoopers says, The cosmetics and perfume segments are
witnessing growth due to a variety of supply and demand drivers. Factors increasing the
growth of these segments include increasing incomes, the growth of modern trade, Indian
consumers desires to look, feel and smell good, increased emphasis on personal grooming and
the impact of global lifestyle influencers. We have also witnessed an enormous role played
by Bollywood in the growth of this industry. Actors and actresses are the youth style icons
and various companies have roped them in as brand ambassadors to create greater attraction
for their products. The growth of the industry is leading to various innovations, to
further catch the attention of more people.
Extension to mens market
A fair complexion tends to be one of a woman’s most prized assets, but men are not far
behind in the league. Innovation and aspiration have led to a rise in the mens grooming
market, which is said to be perched at about Rs 1,000 crore. Though the product range for
men is not as elaborate as that available for women, it includes shaving creams,
aftershaves, fragrances and products for hair styling and skin care. Retailers are fast
catching up and introducing new products to lure the male clients. The growth of this
category is being attributed to the depiction by Bollywood actors, combined with the
exposure to international trends. Many leading MBOs are also granting more shelf space to
men’s products.
Brand accessibility
The cosmetics industry is dominated by the key players who have a strong hold over the
market. Hindustan Unilever Limited (HUL), Procter & Gamble, L’Oral, Garnier, Revlon,
Maybelline, Godrej group, Dabur and Lakm are quintessential elements of this industry.
Various others are Lotus Herbals, L’Occitane, Bare Body Essentials, ColorBar, Biotique,
etc. Many multinationals are also introducing product ranges from their international
portfolios to the Indian market, to capture a greater market share. Direct sellers Amway,
Avon and Oriflame also play an important role in the Indian cosmetics market, since their
direct selling systems manage to reach even remote areas. Various international brands like
H2O, Este Lauder, Davidoff, MAC, Calvin Klein, The Body Shop, Marks & Spencer, Moschino,
Mary Kay and many more are making their presence felt on Indian shores. Most of the brands
however are prevalent through MBOs rather than EBOs, however that does not signify that
they do not have presence as stand alone stores.
Future growth
The future prospects for this industry seem to be very good. With increasing awareness,
more disposable incomes and the low per capita spend on cosmetics in the country, this
industry will surely soar in the time to come. As the Indian cosmetics industry is still
small, compared to international markets; it points that there is greater growth potential.
Wrap up
India has a strong economic performance and youthful demographic structure, ensuring a
great future for this industry. All that retailers need to do to be successful, is price
their products well and position them intelligently!