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Malu Wilz, a €20-million German skincare brand from the €170-million ARTDECO Group, has partnered with Kaunis Marketing Services Pvt Ltd to build its presence in the Indian market. Kaunis will act as an anchor for the brand, devise and implement strategic plans that cover all spheres of its business in the country.
The brand is present across 3,000 beauty salons and spas in Germany, and has a distribution reach in 29 countries worldwide, with a range of 60 facecare products, 12-15 bodycare products, and a separate range of products for professional use by beauty salons and spas.
In India, 59 facecare units best suited to the Indian skin, have been selected to be launched for three customer profiles – women who are 30 and above, men above 20 and for girls above 16. These products will be launched in six exclusive, company owned and operated Malu Wilz stores, one each in Hyderabad, Chennai, Bengaluru, Kolkata, Mumbai and Delhi.
Earlier this year, the ARTDECO Group had launched BeYu, its mass premium, colour cosmetic brand in India through its partnership with Kaunis, which is already available in 300 stores and 20 company owned stores.
Investment Claudia Steinberger, Managing Director, Malu Wilz Beaute GmbH, told BusinessLine that the company is investing over €100,000 to launch the brand, which will be available in 26 stores by the year-end. “Subsequently, 40-50 per cent of our revenue will be invested in marketing, which involves a lot of product sampling. We have hydration and anti-aging products for women, anti-stress balm and energy fluid products for men and our young care range for girls consists of oil control cream, moisturising cream, anti-spot stick and washing gel,” added Steinberger.
Malu Wilz products will be available at prices ranging from ₹1,700 to ₹4,000, and is addressed to fill the gap in the market between premium luxury products from Estee Lauder, Clarins, Kiehl’s, L’Occitane and mass market brands such as L’Oreal and The Body Shop.
“The Indian skincare market, estimated at ₹10,000 crore, is growing at a healthy CAGR of 16 per cent. We are targeting an average selling price of ₹2,400 for Malu Wilz products, and given the stringent quality standards of German products, are confident of achieving it,” said Ajay Ghooli, Managing Director, Kaunis Marketing Services.
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