While the preference in India has been shifting towards clean and sustainable products for a while now, the firm believes this trend will grow at a more rapid rate due to COVID-19.
“The COVID-19 pandemic and the series of natural and climate hazards that marked the beginning of the year, fuelled people’s attention toward protecting themselves, their family, and the planet,” said Jacqueline Hoe, Azelis Asia Pacific business development manager personal care.
The specialty chemical company believes there will be more focus on skin care as health and wellness come into play.
“Skin care products will be an essential focus for customers to help them preserve the beauty and health of their skin as stay-at-home led to increased stress, environment changes and diet shifts, causing skin disruption,” said Hoe.
She added that brands would need to keep health and wellness in mind as they roll out new products into the market.
This is especially true for India, which has deep-rooted belief in Ayurveda.
“India has an important beauty and personal care heritage based on extensive knowledge of plant-based,” said Aparna Khurana, managing director, Azelis India.
“Products using those ingredients will continue to rise, especially in an era during which people are looking for authenticity. This high interest in clean-based products could hasten the shift toward natural beauty.”
On top of this, brands must ensure new launches can grab attention in the online marketplace, which is playing an increasing role today as people think twice before leaving the safety of their homes.
“New launches must be striking to stand out and catch people’s attention – a unique texture, a seizing look, an innovative ingredient, or a new application can be ways to reach out to the audience," said Hoe.
At the same time, the highly competitive market means companies must overcome challenging barriers, said Khurana.
“Players must stand out by offering innovative, efficient, yet accessible products.”
In light of this, the company has recently extended its partnership with Micro Powders Inc (MPI) to distribute its products in India.
The partnership between Azelis and MPI is a continuation of their decade’s long partnership in the European market.
In India, the two companies previously collaborated in the field of Coatings, Adhesives, Sealants and Elastomers (CASE).
The US firm produces speciality micronised waxes designed to enhance the aesthetics of cosmetic formulations.
Azelis believes its range meets the market demand for natural and organic products solutions.
“By distributing MPI products in the expansive India beauty and personal care market, we broaden Azelis’ portfolio while, at the same time, satisfying our customer’s needs for tailor-made solutions,” said Khurana.
Hoe added: “We believe MPI’s range will a be a great asset, ideal for the skin care trend, with efficient, visual and eco-friendly products,” said Hoe.
Moving forward, Azelis plans to focus on boosting MPI’s penetration across India and grow its customer base.
“I am confident that the sales team in Personal Care will demonstrate the same determination and tenacity and deliver to our new partner MPI the same level of business excellence, as we have shown in CASE,” said Khurana.