Polish cosmetics brand Inglot aims to ramp up presence and marketing in India with plans
to reach 100 stores by 2020. Currently, the premium cosmetics brand has 14
stores in the country concentrated in metros like Mumbai, Delhi and Bengaluru and tier 2 cities like
Ludhiana and Chandigarh.
The
30-year-old brand is present in close to 80 countries with 600 stores globally.
It entered India in 2008 through a franchise partnership with Major Brands.
Apart from being present on ground through stores in malls and
shopping centres, the brand was also available on the franchise partner’s
portal. Last year, Inglot became available on Falguni Nayar’s beauty and
cosmetics portal Nykaa.
Zbigniew
Inglot, chairman of the board of directors, Inglot says, “While we are a
30-year-old company, we started global expansion only 10 years back. We started
with Canada, the Middle East and US and now are available in 80 countries. In
our experience, some markets need time and research and after seven years in
India, we are ready to ramp up our presence.”
He
adds that at a global level, the brand opens 1.5 to 2 stores a week currently.
In India, over the next four years, the brand will open nearly two stores a month
in order to achieve its target of 100 stores by 2020.
The
range of cosmetics from Inglot is priced in the premium price band starting at
Rs 600 for nail paints to Rs 5,500 for a make-up palette. The brand has developed the concept of ‘freedom
system’ where users can buy single ‘squares’ of make-up and assemble their own
palettes. In this case, single squares start at Rs 400 and the physical palette
that holds these squares start at Rs 500.
Tushar
Ved, president, Major Brands India says, “The brand has seen a growth of 18 to
20 per cent over the past seven years. Going forward, we shall introduce new
products, invest in on-ground marketing through makeover activities and
advertise in print. We do not plan to have tiered pricing for India and intend
to continue playing in the premium cosmetics category since it is directly
linked to the quality of the raw materials used at Inglot’s manufacturing
unit.”
The
company flagged off its marketing campaign on Women’s Day in Mumbai through a
successful attempt to create a world record for most people painting their
fingernails simultaneously. Around 1,328 women participated in this event
painted their nails with the range of Inglot nail enamels. The brand broke the
previous record of 1,156 people painting nails simultaneously which was created
by Taiwan Nail Association at Banqiao Stadium, New Taipei City, Taiwan on 27
April 2011. Jack Brockbank from the Guinness World Records was present at the
event to validate the record.
Inglot
will be customising some of its products for the Indian market through shades
that compliment the Indian skin tone, and any products that may be specific to
the market. It has already developed a kohl pencil after feedback from the
Indian franchise partner and will continue exploring new avenues for
customisation.
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