Lower the bar

MARKETING: Does cosmetics late entrant ColorBar stand a fighting chance against the likes of Lakme, Revlon and L'Oreal?

Samir Modi talks about facial foundation and lipstick in the same breath as growth rates. As managing director of ColorBar Cosmetics, which sells affordable make-up, it's part of the job. And if there's one thing he's clear about, it's that moderate prices will not keep the brand out of contention in the league of Lakme, Revlon and L'Oreal.

Like its better known rivals, ColorBar shall have a team of beauty advisors. "I think female beauty consultants do a better job of selling products, applying make-up and providing skincare advice to customers, and that's why we are investing 30 per cent of our revenues in them," says Modi, who's bet is that there's an opportunity to make a good price-value proposition to the looks-conscious woman who is also budget-bound.

A ColorBar lip gloss. for example, is priced at Rs 125, a good Rs 100 lower than a similar one of a fancier brand.

ColorBar, part of the Rs 2,500-crore KK Modi group, is a fledgling business. It recorded a turnover of just Rs 9 crore last year. But it has its eyes set on a target of Rs 20 crore this year. If the brand manages to grab even a 10-per cent slice of the Indian colour cosmetics market "" placed at Rs 456 crore, growing in single digits "" it would be a satisfying victory.

After all, the market is marked by the presence of Estee Lauder, Chambor, Maybelline and now The Body Shop, apart from Revlon, L'Oreal and Lakme.

"We have grown from zero per cent share in 2004 to 10 per cent in north India today," claims Modi, "We will replicate the same model in west India, but with some new colours and make-up accessories."

ColorBar wants to be in the thick of the market action, marketing mainly nail enamel and lipstick, the two products that account for 66 per cent of colour cosmetics sales in India, though with blush-on, eye-shadow, eye-liner, kajal and compact, the brand has a comprehensive range on offer.

The brand also has long-stay lipstick, lip gloss and lip liner, and will soon unveil a premium range of soft touch, kiss proof, star shine gloss and super glide colour applications for the lips, apart from a range of pencils and mascara for the eyes.