US color cosmetics player targets small Indian cities

By Simon Pitman

- Last updated on GMT

Related tags Color cosmetics Cosmetics

Jordana Cosmetics has struck up a distribution agreement that will see its range of color cosmetic products available in the growing Indian market for the first time.

Los Angeles-based Jordana has tied up with North India-based Glanor to launch its products in the state of Uttar Pradesth, where the campaign will focus on smaller cities, including the state capital of Lucknow and Kunar.

The company says that this aim breaks with traditional marketing campaigns by international players, which have always tended to target larger metropolitan areas such as Mumbai and New Delhi.

Targeting the wideer Indian market

“The prime objective of the collaborated effort is to pioneer in providing Grade A US-made color cosmetics at a price that will be affordable by all international-brand lovers,”​ a Jordana spokesperson stated.

Glanor VP Sohaib Hilal said he believed that the launch represented a departure from the strategy of other international beauty companies present in the country because Jordana is targeting smaller cities and less affluent Indian women.

The new strategy reflects the fact that the fast growth of personal care in India is leading to an increasingly diverse and sophisticated market.

Aiming to accelerate international take up

The companies will market the product lines under the slogan ‘beauty’s best buy’, a campaign that Jordana says has been instrumental in helping to accelerate the take up in both developed and emerging markets worldwide.

Jordana is a family-run business that has been operating out of California for 25 years and specialises in the manufacturing of eye, lip, nail and face color cosmetics, together with a range of applicators.

Despite the gloomy economic conditions worldwide, India’s retail market has held steady in the face of the downturn, with many sectors, including the personal care market reporting continued market growth.

Backing this up, Indian market researchers RNOS last month published a report valuing the personal care market at $2.5bn and predicted that growth will continue apace between 2009 – 2012, averaging nearly 7 percent.

Likewise, the market researcher also predicts that color cosmetics will be one of the fastest growing categories.

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