The Hindu Business Line : Modi Revlon to focus on hair colours, fragrances

"We are looking keenly at the hair colour market which is going to be a key focus area for us,'' said Mr. Deepak Bhandari, Associate Director, Marketing, Modi Revlon.

Targeting the mass segment for driving volumes, Modi Revlon plans to push its hair colour brands harder in the market. It plans to introduce India-specific hair colour brands in the future.

The company has brands such as Colour Silk and Colour Stay, which span all price strata in the hair colour market.

While colour cosmetics will remain the mainstay of the company, there are plans to explore new areas such ashair colours and even fragrances in the country.

Mr Bhandari said, "Revlon's core area is colour cosmetics and we will continue to have innovations to develop the category in India."

In fact, the company has set up two different channels for distributing its mass and premium products. For instance, its hair colours and fragrances are being sold through a mass distribution network, while colour cosmetics are retailed through a different distribution structure.

Apart from hair colours, Revlon is also focussing on fragrances. It recently brought in brands such as Pink Happiness and Love Her Madly from its international portfolio. "Every six months we intend launching a fragrance brand," said Mr Bhandari.

Meanwhile, the company has decided to stay away from investing in stand- alone stores. Revlon will continue retailing through in-store counters, where it has employed beauty advisors to educate consumers about its products.

The company has set aside 15 per cent of its total turnover as its ad budget. It has been releasing ads from its international catalogue and has not appointed an advertising agency in the country.

The Rs 100-crore Modi Revlon started making profits last year and has been growing at 25 per cent for the past three years.

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