Ayurnepal.com

Women are already spoilt for choice when it comes to buying skincare products. Multinationals such as Hindustan Unilever and L’Oreal, along with homegrown companies such as Emami and Himalaya are carrying out the beautification of Indian wom en efficiently. So efficiently that the indian skincare market’s size has swollen to Rs 2,000 crore and is growing at close to 20 per cent every year.

Seeking to cash in on this growing market, this summer saw two major launches in the skincare category. FMCG major Dabur launched its skincare range based on Ayurveda while Johnson & Johnson (J&J), known better for its baby care products in the country, launched its globally successful skincare brand Neutrogena.

Recognising that competition is tough and the market is overcrowded, both brands have come out with USPs that are diametrically opposite. While Dabur’s Uveda touts the appeal of traditional Ayurveda, Neutrogena claims to bring pathbreaking science into beauty.

Till last year Gulabari was Dabur’s only brand in the skincare segment. But much can change in a year. With the takeover of Fem and the launch of Uveda, Dabur now has three brands catering to three different price points and needs in the skincare segment.

The latest offering, Uveda, caters to the premium category. The company has high hopes for the brand, even though the skincare market is a cluttered one. The reason for such confidence is Dabur’s faith in the goodness of Ayurveda. Vikas Mittal, Executive Vice President (Personal Care), Dabur India, says, “The brand combines the wisdom of Ayurveda with international appeal.”

“Consumer research showed that women use skincare products but are not sure of their impact on their skin. Uveda products have critical herbal extracts derived from a blend of documented authentic Ayurvedic ingredients,” adds Mittal.

Dabur has a lot of expectations from the brand, which is still in the test-marketing stage. According to Mittal, “The potential for growth is immense in this market. Uveda, in fact, has the potential to be the next big brand launch for Dabur after Vatika. Our immediate plan is to offer a whole range of skin care products under the Uveda umbrella. This is just the beginning. At a later stage, we would like to take the brand to the international markets. Uveda has the potential to become an international skincare brand for Dabur.”

This has been the first time that Dabur has decided to enter the skincare segment so aggressively. Mittal says, “Dabur’s skin care portfolio now has three key pillars of Uveda, Fem and Gulabari.” Fem operates in the fairness bleach market. Gulabari has a range of mainstream skincare products offering the benefit of roses.
Source: http://www.thehindubusinessline.com/catalyst/2009/09/17/stories/2009091750020100.htm