Imminent launch
During its first phase into the segment, which is anticipated from February 2017, Syska is expected to retail 30 grooming and beauty products for both male and females.
The lighting company has joined forces with an online retailer to help support the launch during the initial three months to maximise its appeal to different consumer demographics, Indian publication Dataquest, reports. After this period, the model and offering will then be developed for offline markets.
With Korea being a leading powerhouse of innovation and creativity in the APAC region, the company plans to ensure all products are researched and manufactured in the home of K-Beauty and K-Pop using the latest technologies.
Utilising the power of multiple touch points
As the power of celebrity endorsement in marketing campaigns grows and helps encourage sales and brand ambassadors, Syska has drawn upon several of the country’s leading celebrities to promote its products.
Sushant Singh Rajput, an Indian film and television actor; actress and model, Sunny Leone; and actress Tamannaah Bhatia will feature in both the male and female product categories.
Syska's latest launch will include a wide variety of products including shavers and electronics exfoliators, along with hair care items such as trimmers, clippers, hair straighteners, dryers, and curlers to maximise versatility in grooming routines.
With a planned budget of 1 bn rupees (€13.9 mn) for brand development and marketing, it aims to create awareness by using multiple touch points such as celebrity brand ambassadors, as well as significant campaigns via print and TV channels, and theatre and mobile platform advertisements.
“The Electronic personal care category has a huge scope in the Industry. The category is also no longer specific only to women, the 2000 cr category is growing at a healthy pace of 25 - 30% year on year. We see a huge scope and potential in this category as there are not many brands providing the end solutions to both the TG," said Rajesh Uttamchandani, Director, Syska Group.
Market Strength
Euromonitor International has reported that growth in the Indian personal care sector is expected to remain strong, as premium products encourage urban consumers to spend their disposable income on enhancing their grooming routines.
This increase in spending is partly due to the growth potential of India's fast moving consumer goods (FCMG) industries, and as such, competition within the region and from international brands is on the up.
Imminent launch