Hind Lever focus on skin care

Hindustan Lever Ltd has lined up big plans for its premium range of skin care products.

To be launched under the Pond’s brand name, the products will offer holistic skin care solution.

Instead of the traditional distribution chain, HLL is planning to tap hyper markets, department and health and beauty stores where consultants will offer skin care solutions.

HLL tried to enter the high-value skin care segment twice, in 1998 and 2003. Though its attempts were unsuccessful, the FMCG firm made a breakthrough last year when Pond’s launched its advanced skin care range.

Ashok Venkatramani, vice-president, Skin Care, HLL, referred to the Pond’s range as ‘masstige brand’, a combination of mass and prestige.

Venkatramani told The Telegraph that though these products belong to the premium segment, they hold a huge potential.

India, he added, is one of the few countries under the Unilever umbrella where these have been introduced so early.

Pond’s is coming out with an anti-ageing skincare range called Pond’s Age Miracle. Meant for women who are over 35 years, the range aims at reducing wrinkles and age spots in just seven days.

This is based on a chroma-meter reading and photo- self assessment against untreated skin in a clinical test without any skin irritation.

Priced in the range of Rs 700, Pond’s Age Miracle will be available in speciality beauty stores.

Venkataramani pointed out that the company is confident of a good response. This is because, even as disposable incomes are on the rise, people are not averse to spending it on premium skincare products.

This has resulted in the premium skin care products posting more than 40 per cent growth.

According to HLL, Pond’s Age Miracle, discovered first in the research laboratories of the Pond’s Institute, contains a major active ingredient called conjugated linoleic acid (CLA).

It works deep within the layers of the skin to bring the newer cells on the surface.

The institute has also developed a special ‘Pond’s Proof Kit’ that takes an imprint of the wrinkled skin to allow individuals monitor the progress.

Last May, Ponds had launched advanced international skin care ranges in India.

Skin Analyser is a highly advanced technology of mapping your skin and providing complete insight into what your skin needs.

It had then also introduced an analyser which is used by Pond’s institutes worldwide. Upon analysis, a trained advisor steps in to recommend a beauty regime that suits the customer.

Source: www.telegraphindia.com