Colour cosmetics player Modi Revlon plans to take on Garnier, the mass hair colour market leader, with the launch of its mass brand, Color N Care. While this would be Revlon's first India-specific brand, it would also mark a detour from Revlon's premium positioning.
Priced at Rs 120, Color N Care would compete with Garnier, which commands about 75% share of the mass hair colour market, and Godrej. About 60% of the Rs 200-crore hair colour market is dominated by mass brands priced around Rs 100.
“It is the first India-specific brand from Revlon. If it succeeds, we would like to have the brand rights to distribute it in other markets,” said Umesh K Modi, chairman, president and CEO, Modi Group.
The Rs 150-crore Modi Revlon, a 74:26 joint venture between Modi Mundipharma and Revlon, has hair colour brands like Colour Silk, Top Speed and Colour Stay, priced at Rs 250, Rs 375 and Rs 450 respectively.
With the launch of Color n Care, it is targeting a 15% market share in the first year. The new brand would be promoted through a mix of mass media campaigns and in-store promotions through its beauty advisors.
For Modi Revlon, about 20% of its revenue comes from the hair colour business. It has a 12% market share of the total hair colour market.
The company is also planning to strengthen its skincare range with the launch of a mass brand in the anti-ageing category and launch of a new premium hair care brand. It currently has Flex in its haircare portfolio. Modi Revlon is eyeing a turnover of Rs 300 crore by fiscal 2008-09.