ArtDeco targets Indian market with BeYu range
Why now in India?
Market intelligence company, Euromonitor International, predicts India will see a significant influx of both international and domestic brands in the country, as they prepare to launch or expand new beauty ranges.
ArtDeco group first launched its BeYu range — which consists of over 500 cosmetics products including foundations, eye shadows and lip liners — in India in 2010.
After the brand’s exit from the Indian beauty space in 2012 due to its growing maturity, this year will mark ArtDeco’s second attempt at launching its cosmetics name in the country.
Despite having a presence in over 30 countries, ArtDeco is still keen to take market share in the prominent APAC region: “The cosmetics market in India has matured over the years,” said Sascha Reinhard, Managing Partner, BeYu.
Operating at a mid-range price point, the BeYu product range is now representative of growing disposable incomes, as well as consumer preferences and willingness to spend on beauty products.
Preparation for reentry
“BeYu has a wide range of products, and we believe it will be the growth-driving brand for us. In India, cosmetics in the lips category get the highest traction, and so we are focused on it,” noted Reinhard.
“However, products in face and eyes categories behold higher loyalty, because of which we want to push these products as well, although the eyes category happens to have our strongest portfolio, globally,” he added.
The Group also plans to take its nail art and care brand, Anny, to the growing APAC market in 2017, followed by a host of other popular key names including ArtDeco, Makeup Factory, MaluWilz and Missllyn.
BeYu, which is short for Be Yourself, has partnered with Kaunis Marketing Services to strengthen its marketing efforts in India and help position its 500 cosmetics items in 150 stores.
To continue building its brand presence in the country, ArtDeco will release a beauty collection specifically, containing 250 make up products aimed at Indian skin.
“With higher disposable income and an increase in the number of working women and a change in the retail structure here, the country now seems ready for our brands,” added Reinhard.
High expectations
This year, ArtDeco has ambitious plans to establish and open 20 BeYu outlets throughout India. To boost its reentry into the market and support its country-wide expansion plans, the ArtDeco brands has teamed up with 150 retailers and aims to create 300 touch points by the end of 2017 to maximise marketing efforts.
The ArtDeco brand has put €100,000 towards its launch in India, with plans to reinvest approximately 30 to 40% of its annual turnover on marketing in the country alone.
Looking to the short-mid term future for ArtDeco in India: “The company plans to introduce all its brands in India in the next two to three years,” commented Reinhard.
Emphasising its “rapid expansion phase”, Reinhard went on to say that “in the mid-term future which is about five years, we expect the market in India to grow to be even bigger than China, which is a major export market for us.”
