Saturday, September 01, 2007

INDIAN SKIN CARE & ANTI AGEING CATEGORY: LAUNCH of P&G’s OLAY

Market Size


  • Indian skincare market ~ Rs 2,100 crore
  • Skincare moisturiser market ~ Rs 1,600 crore
  • Premium Skincare Market ~ 450 crore
  • Skincare market has been steadily growing at 16 per cent as of last year
  • Anti-Ageing Market ~ 60 crore

Trends

  • Anti-ageing solutions are nascent but gaining ground
  • Fastest growing segment in the skincare market (approximately 3 per cent of the overall skin category, it has doubled in the last three years)
  • Development of the skincare category in India
  • Growing consumer awareness

Brands & Companies

  • HUL – Pond’s Age Miracle Range
  • P&G – Olay Total Effects: Fighting the ‘7 signs of ageing’ (lines and wrinkles, sagging, uneven skin tone, age spots, pores, dullness and dryness). Olay is a $2-billion brand.
  • L’Oreal
  • Garnier: In India from last decade

Target Consumer: Indian Women - looking for one product that will help her stay young and beautiful

P&G’s Strategy: Launching Olay in this Anti-Ageing category is a strategy to tap into the premium segment before its goes mass with its Olay brand. With the launch of the Olay range in India, P&G enters the skincare category. Apart from anti-ageing, Olay will make its presence felt in the whitening, moisturising, and cleansing products segments as well. According to Mr. Vohra, P&G has a large portfolio of brands globally and is constantly evaluating the right propositions for the Indian consumer. Currently P&G is focusing on existing categories and with the launch of the Olay range, P&G will continue to stay committed to meeting unmet consumer needs in India by bringing in the right brands and the right technologies from across the globe

Globally P&G’s personal care market is around $20 billion, of which $2 billion is contributed by Olay

Barriers: It is the working woman who is more conscious of the way she looks rather than the woman who stays at home. And in India that segment is still small, unlike the Chinese market where there is a high population of working women. To that extent, the brand might have its limitations in India

Brand Ambassadors: Apart from Sushmita Sen, other brand endorsers during the launch of the brand included successful professional women who have excelled in their respective fields. These were women such as Roopa Purshottam, Economist & Head, Future Trends (Future Group), fashion designer Anita Dongre and Tisca Chopra, TV anchor and actor, among other ‘real’ beauty icons who were roped in by P&G to speak about the virtues of the Olay brand during the launch.

Manufacturing: Just like the rest of the P&G brands, it will import Olay from its manufacturing unit in Thailand, which supplies to many other countries besides India. Although the brand is present in over 55 countries across the world, in the SAARC countries, Olay is not marketed by P&G.

Olay’s Market & Distribution: In India, the brand has been distributed and has been available in the grey market all this while. Now countering the grey market should be the top priority for the company. Building quick distribution to ensure availability of the brand will help in moving the products away from the grey market. As per Mr. Vohra, a part of the Olay range was available in select outlets through third party distributors or through the grey market. Today, with the launch of Olay, P&G will be offering the Indian consumer a full Olay experience and bringing in a range to meet her needs, which will now be widely and easily available at all nearby chemists and stores.

Pricing: Rs 599 for a 50 gm pump jar

Consumer Activation: Olay counters at cosmetics stores with counselling by expert beauty consultants at departmental stores and large modern retail outlets and further education on skincare and Olay

Source: Hindu Business Line - 30th Aug, 2007

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8 Comments:

Blogger Natasha said...

INDIA - NEW EMERGING ANTI-AGING MARKET!

Following a wave of enthusiasm for our Anti-Aging events in America, China, Japan, Indonesia, etc. we are pleased to bring to you the 1st Annual Conference on Anti-Aging and Regenerative Medicine In India (A4M India).

With its massive investment in the healthcare industry and a growing proportion of beauty conscious as well as elderly people, India is the perfect location for the latest in the 'Anti-Aging' series.

A4M India will reflect the importance and ever-increasing demand interest for this multi-billion dollar industry by bringing together Scientists, Doctors, Plastic Surgeons, Dermatologists, Weight Management Consultants, Wellness Medical Practitioners, Alternative Healers, Clinic and Spa Managers, Private Hospital and Clinical personal etc from India and all over the world, to discuss and be educated on the latest technologies, scientific research, treatment methods and facilities available both internationally and within India.

This will be your opportunity to introduce your products and services to an exclusive audience who are keen to find methods to help them deliver life enhancing, life extending medical care to an affluent and sizable patient base.

If you would like to receive more information about online exhibitors registration, conference schedules and highlights of special conference events, and take advantage of this unique marketing opportunity, simply click on the link: www.a4mindiaconference.com or contact us at info@a4mindiaconference.com

We look forward to hear from you soon.


Natasha Dias,
Project Manager
432, Laxmi Plaza,
Laxmi Industrial Estate,
Andheri (W), Mumbai.
Ph: +912230604249/48

September 03, 2007 2:58 PM  
Blogger skintips101 said...

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June 26, 2008 6:02 PM  
Blogger gautambhalla said...

guys m new in the fmcg industry...it would be a great help if you cld give me some insights:
1. where can i find market shares of various brands?
2. is there a way to find out product launches a little before they come on shelves?

waise my version n understanding of FMCG sector has made me redifine it to CMFP ( Consumers Moving Faster than Products)...loyalty to rahi nahi...lol

Gautam
+919820248122

July 27, 2008 2:21 AM  
Blogger sarcatrist said...

The best way for good skin is to know it better before trying out anti aging or any other skin care products. We all have different types of skin and it essential that we know it before buying skin care products.

I have mentioned fw tips on skin care:

• Exfoliate your skin regularly to remove dead and dry skin cells. You can do this through peels

• Use a liquid or a cream moisturizer to hydrate your skin. Do this after you exfoliate, but make sure your moisturizer does not clog up your pores.

• Ensure that your diet contains Vitamin A (carrots, papaya, black grapes, green leafy vegetables) and Vitamin C (citrus fruits, lime juice, gooseberries, mangoes).

• Drink at least 3 liters of water every day; remember your skin is always thirstier than you are.

Check out this site http://www.kayaclinic.com/kaya-clinic.html

Or join this group - http://www.facebook.com/group.php?gid=61450130262

August 26, 2008 11:41 AM  
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December 25, 2008 3:32 PM  
Blogger Rashmi said...

Garnier is division of L'Oreal. These two are not seperate companies.

Rashmi

July 03, 2009 9:46 PM  
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