Amway India has forayed into colour cosmetics for the first time in the country. So far, the Amway cosmetics range comprised mainly skincare products under two brands – Artistry and Attitude, in the premium and mid-level, respectively.
The colour cosmetics category would be under the brand name Attitude Colours and include lipsticks in six shades, nail varnish in four shades and an eyeliner in black. The pricing of these products has been kept moderate keeping in mind the target audience, which is in the mid to lower segments.
William S Pinckney, Managing Director, Amway India, said, “Having established our core-line products, we felt we are in a perfect position to enter this new product category. India has remained a market with a huge potential and we are confident that this launch will help us build relationships with a diverse set of consumers.”
Naveen Anand, VP-Marketing, Amway India, said that the company planned to launch around 150 products in the next two years. He added that there had been a tremendous growth trend in the colour cosmetics market in India, which was expected to touch nearly Rs 1,000 crore by 2008.
“With the introduction of Attitude Colours, Amway wants to get a stronger foothold in the growing middle class segment. At present, the sale percentage from Artistry is 60 per cent, with Attitude contributing the remaining 40 per cent,” Anand further said.
As in the case of other Amway products, the colour cosmetics range would be available through the over four lakh distributor network across the country.
Currently, nearly 85 per cent of the products sold by Amway India are manufactured in India through five third-party contract manufacturers. The company plans to expand its capacity in the future. Amway currently offers over 85 products in five categories – Personal Care, Home Care, Nutrition and Wellness, Cosmetics and Gifts. Amway had entered the Indian market in 1998.
Recently, Amway India launched a TV ad campaign alongside its press campaigns. The creative communication is handled by Rediffusion DY&R, Delhi, while the media business is handled by OMS.