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Tuesday, Dec 17, 2002

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CavinKare puts itself in Limelite

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CavinKare's Limelite salon in Chennai.

CHENNAI, Dec. 16

LIMELITE, a premium-end beauty salon for the entire family has opened in Chennai.

Limelite is owned by Trends In Vogue Pvt Ltd, a group company of the Chennai-based FMCG co, CavinKare. Mr Sanjay Gupta, General Manager, Trends In Vogue, said the project cost was around Rs 35 lakh. The company planes to set up four such salons in Chennai and to also replicate this in other cities starting with the southern metros.

With the total beauty market estimated at Rs 5 crore, CavinKare sees the hair and beauty care business as a good proposition. Limelite is the the third format that it is experimenting with. It already has Green Trends in the mid-segment and Fyne Cut, a saloon for men which will take on the corner barber shop. Each of these segments will be expanded, depending on the response, said Mr Gupta.

Mr Gupta said that Limelite had tied up with Wella, the German multinational, to provide quality hair care, and Swiss company Beaubelle for beauty care. The tie-up would ensure that the salon team is trained in the latest hair and beauty care techniques. Mr Gupta said that the salon would maintain international standards with quality products, premium salon accessories and equipment. He said that Wella would support Limelite with technical know-how so that the stylists are well trained in hair treatments like colouring, perming and straightening. Mr Robert Werner, Managing Director, Wella India, said that the partnership with Limelite was part of the plan to establish a chain of Wella Esteem Salons across India. He said that Limelite was its first venture in Chennai.

The alliance with Beaubelle is for holistic therapeutic beauty care and is based on the four `R's principle- renewing the body with natural health food, relaxing the mind with aromatherapy, rebalancing the soul by balancing the energy centres of the body, and reviving the total wellbeing with oxygen therapy.

The pricing for services at the salon would be on par with the salons in the five star hotels, Mr Gupta said. Limelite has facilities on par with the international standards and offers a complete range of beauty solutions.

There are separate sections for men, women and children. The salon offers expert care on nutrition and dietetics and a counselling centre.

The kids' centre also has a floor jigsaw. Mr Gupta said that at this premium end salon the imagery has been created to give the place the right ambience.

There is also a blending lab called `Body Essence' where pure essential oils are custom blended in accordance to the clients' specific therapeutic or relaxation needs.

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