Blossom Kochhar to open ‘experience stores’, revamp products

Meenakshi Verma Ambwani New Delhi | Updated on December 07, 2012

Cosmetic brand Blossom Kochhar Aroma Magic, which has recently rebranded its corporate identity and is revamping its product line, is planning to open its brand experience stores.

“Often consumers have told us that they would want to experience our brands. We have been debating on how we should do this since there is a clutter when it comes to salons or parlours. We are still finalising the concept and looking at the ‘spalon’ format where the consumer will be able to experience our products. The concept is in the nascent stage and we expect it to be launched some time next year. It will be through franchisee arrangements,” said Samantha Kochhar, Managing Director, Blossom Kochhar Beauty Products.

The company, which is present across 32 categories, is also looking to launch its spa range of products, besides products in the bath and body care categories.

Talking about the new corporate identity which sports a new tagline “Earth to bottle”, she said, “We realised that somewhere along the line we were moving away from our intrinsic brand philosophy, which was not being reflected in our products. This led us to launch a new corporate identity to meet consumer expectations as well revamp the product line.”

Kochhar said various aspects of the brand are in the process of being revamped. For instance, the company recently changed the packaging and variants of its face wash products.

She said that the company was also looking at exporting products to new markets. “So far, we have been exporting to SAARC countries but we will now tap fresh markets,” she added.

Asked what the new brand Aroma Magic stands for, she said, “The new brand puts forth a more youthful and personalised face for the brand while emphasising on aromatherapy. We never used to advertise but now we have launched a communication campaign.”


Published on December 07, 2012

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