 "Cosmetics")
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.
