The products of many globally reputed cosmetics brands are available in the Indian market, but consumers in the middle income group are generally not able to afford them, although they aspire to buy such products. Fortunately for such consumers, a number of players are emerging in the industry (both manufacturers and suppliers) that focus on offering products, aimed at filling this demand-supply gap.
There has always been a big demand from young women working executives and college students, for international-class cosmetics and beauty products, which can be bought at affordable prices. With an eye to tap this very demand, Delhi-based MATTLOOK Cosmetics has made its market debut in India, by offering a wide range of cosmetics and make up products, while positioning itself as a ‘value-for-money’ brand.
Targeting the middle-range market
With this launch, the new brand is set to capitalize on the lucrative opportunity witnessed in the middle range product market, with products the quality of which it claims to be is at par with the best in the world. The company, in a press release, states that all its offerings are produced to match the latest global trends and fashion, the only difference being that they will be pocket-friendly. The price range of the MATTLOOK Cosmetics products, starts from Rs.150/-
The company has already launched more than 150 products that include over 5,000 options, shades and colors of makeup kit, lipstick, eyeliner, kohl, mascara, nail paint and a comprehensive cosmetic range in the makeup section, under the brand name of MATTLOOK, according a statement by its director Yashu Jain, in the press release. The next range of products that the company intends to introduce, will be specifically designed for fashionistas and weddings.
Sales network
MATTLOOK has already set up its sales and distribution network at different regions across the country, and has plans to have a pan-India presence in the next one year. Currently, it has more than a 100 distribution points that cater to about 5,000 retailers, mostly in the north Indian states and regions, such as Rajasthan, Himachal Pradesh, Jammu, Delhi, Uttar Pradesh, Punjab, and Haryana, among others.
Going forward, the brand has plans to expand its presence in the southern and western states of India. Simultaneously, MATTLOOK products will also be available at large general trade stores and also, through eCommerce websites, in the bugger cities.
“Being a third generation entrepreneur in the cosmetics product market, our vision is to offer something unique to our consumers which they always aspire to have. With this focus in mind, at MATTLOOK we are offering them a perfect amalgamation of quality and pricing. The Indian cosmetic industry is on an upward swing. However, there is a huge vacuum when it comes to affordability for the Indian middle income groups. With the MATTLOOK brand, we wish to fill this prevailing gap,” states Jain in the press release.
Twin focus on product innovation, affordability
Jain further adds that like the Indian fashion and lifestyle sectors, the cosmetic sector too is experiencing an upward movement in the country and also, this sector is considered to be one of the most diverse and energetic ones. “With the fast-changing fashion trends, customers are increasingly looking for value for money products, which not only offer superior quality but also, also keep pace with the trends. With this rapid change in market segmentation, we are focused on product innovations, while striking a perfect balance between the product quality and price.”
The company intends to drive its unique pricing and quality proposition and invest appropriately across different mediums that are germane to its target audience. With a detailed marketing plan that will span across various sales platforms, including in-store presence, and which will be backed by an appealing and a comprehensive marketing campaign, MATTLOOK is aiming to enhance its footprint in the Indian makeup and beauty cosmetic segment.
The entire product range of MATTLOOK are outsourced through globally reputed manufacturers, based in Singapore, China and Taiwan. This ensures that the consumer gets only genuine, tested and hygienic products that are quality-wise comparable with the biggest brands in the world, claims the company.
Meanwhile, MATTLOOK Cosmetics has also set up an R&D unit and a product design center in Delhi, which take care of product designing and testing before they are introduced in the market.
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