VLCC arm launches cosmetics brand

VLPC, which forayed into the cosmetics Industry in mid-2002, is targeting to capture a Rs 10-crore market through the sales of Shape Up brand alone by the end of the year and double its retail presence within a span of four to six months.

VLCC's business head Sandeep Ahuja said: "Shape Up is the result of 15 years of research and experience of VLCC. It has been designed keeping in mind the unsightly problem of cellulite, which is a common dilemma faced by a majority of Indian women today.

Shape Up is patented with an ayurvedic formulation and is completely herbal is nature. The product, which is priced at Rs 250 for 110 ml (oil) and Rs 195 for 50 gm (gel), is available in all the 61 VLCC centres and 2,000 leading retail stores nationwide. We are planning to spend around Rs 2.5 crore on publicity campaigns in the next six to eight months."

Apart from Shape Up, the company has lined up over 100 skincare, haircare, and bodycare products ranging from anti-acne and fairness creams, moisturisers, face packs, massage oils to face washes, shampoos and conditioners, he added.

Ahuja said that VLCC, which owns three exclusive beauty shops across the country, is in the process of setting up more beauty shops in the coming months.

"The opening of these exclusive company-managed retail stores will be the avenues for retailing of the wide range of products and will provide counselling on skin, hair and body care," he said.

Ahuja said that VLCC is expecting to close the current financial year with a revenue of Rs 100 crore, and added that the company is planning to roll out cosmetics for men in the second quarter of the current fiscal.

"Colour cosmetics for women too are in the pipeline," he said.

VLPC will launch Shape Up in Bangalore on February 19 and Chennai on February 20.