The Hindu Business Line : Ozone Ayurvedics plans specialist products in skincare category

Speaking to Business Line, Mr S.C. Sehgal, Chairman and Managing Director, Ozone group, said the company would come out with more specialist products within the category.

The company is test-marketing a ‘No Pimple No Marks’ facewash; this would be a sub-brand within the Nomarks category, he said. Blemishes can be of various kinds, and specific solutions would be the company’s focus henceforth, he added.

The new launches would begin at the end of the month and would be accompanied by a marketing campaign. Ozone Ayurvedics claims credit for creating the anti-marks skincare category – Nomarks cream was launched in 2001 and since then, its product range has acquired a 65 per cent share of the Rs 60-70 crore anti-marks category, Mr Sehgal said.

The range includes cream, facewash, soap, scrub and face pack.

Focus on South

Ozone also will be more aggressive in the Southern markets from this year. It’s more popular in the North and the West as it began business there, Mr Sehgal said.

The brand accounts for 35 per cent of Ozone Ayurvedics’ Rs 112-crore turnover. A mass premium brand, the flagship product, Nomarks cream, is priced Rs 58.

It won the Most Preferred Brand award for five consecutive years from 2003 to 2007 as per a consumer survey carried out by AMGF Intercorp and Ernst & Young. It is exported to 34 countries worldwide.

“The company continues to benefit from the first-mover advantage. Beauty does not mean being fair alone, it means unblemished skin too. It’s a great surprise even to us that we were the initiators in this category,” says Mr Sehgal, adding that the brand continues to grow with the market, which is growing at 10-12 per cent.

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