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KK Modi’s ColorBar cosmetics target working women

20-October-2004
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KK Modi’s ColorBar cosmetics target working women

Eyeing a big opportunity in the Rs 800-crore colour cosmetics segment, the Rs 2,500-crore KK Modi Group has launched a new range of cosmetics, named ‘ColorBar’. Samir Modi, Group Managing Director, says the initial range of ColorBar would comprise lipsticks, nail polish, kajal and compact. The products are targeted mainly at working women. The company has plans to extend the product range by adding lip-liners, lip-gloss, blush and base in the coming months.

Speaking at the launch, Modi said the products would be marketed by Serendipity Cosmetics through 200 distributors spread across the country and would be retailed through all major departmental stores. The new range of products are in the price bracket of Rs 40 to 90. Targeting the working women, the company is anticipating a turnover of Rs 20 crore by 2005.

Atul Jain, Senior Vice-president, Serendipity Cosmetics, said the launch activities would focus on creating awareness and trials through consumer contact programmes in offices, beauty parlours and key retail outlets.

Leo Burnett has developed the print campaign which will hit media by next week. The campaign communicates what the brand is all about and reflects the Indian woman’s aspirations. The communication aims to inspire women to go out and fulfil their dreams and ambitions. ColorBar is a brand for all working women and not necessarily women who are in glamorous professions, he said.

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