The Hindu Business Line : HLL plans a splash with Pond's premium skin care products

FMCG major, HLL is gearing up to take on the competition from global players who have made inroads into the rapidly growing, lucrative domestic market for premium skin care products.

Come February, the company plans to launch a range of premium skin care products chosen from the Pond's international range, top company sources told Business Line.

Women entering their thirties grapple with the first traces of wrinkles, laugh lines and dull skin, HLL plans to tap the market opportunity by initially bringing in a clutch of products from Pond's huge international range of premium skin care products. First to hit the market will be its range of anti-ageing, skin rejuvenation and anti-wrinkle products, which have sold millions of dollars worth in markets such as the USA.

"Our market surveys show that women in this age group have both the spending power and the willingness to pay for products that are proven to be effective to keep signs of ageing at bay,'' said top company sourcesThe Pond's range will fill in a small but high-potential gap in the company's product offerings — while its popular Lakme brand has recently launched a range of premium colour cosmetics, skin and hair products, the brand does not have anything specifically aimed at the mature woman who has very individual needs in both cosmetics and skin care.

HLL officials are keeping plans for the Pond's launch under tight wraps. "We would not like to comment on the Pond's subject at this moment for competitive reasons,'' the company's official spokesperson said.

According to information available with this newspaper, the company is planning to make the Pond's range available very selectively across key markets. "These are products which could probably be in the Rs 1,000-plus category and plans are to roll out initially only in about 200 premium outlets, possibly only the four metros and a few large cities,'' sources said.

Moving away from the model of consumers walking up to brand counters in outlets for products of their choice, the company is planning to put trained skin consultants who will actually analyse skin types and problems before advising customers on the product best suited to them, sources said.