Unveiling the goal oriented strategies, current business plan an much more, Yashesh Bharwada, Business Director, Dermalogica India spoke to Wellness India, highlighting the objective of scaling online and retail presence.
Dermalogica is in the Indian market since last eight years with pan India presence. We are present in the market through modules like salons, spas, dermats, retail and online. We are present with eight retail touch points and 200 salons and spas in 35 cities across the country. We are working with salons like Tony and Guy, Envy Salons, B:Blunt, Oryza Salon & Spa, Looks Salon, among other premium salons in tier I, II and III cities. Dermalogica is a premium brand and will continue to stay rooted in the premium skincare segment.
Worldwide,Dermalogica is present in 80+ countries with the strong presence in US, UK, South Africa,and Australia.
Yashesh Bharwada, Business Director, Dermalogica India has unveiled the future strategies of the brand with Wellness India highlighting the business strategies of the brand.
USP of Dermalogica
We provide International standard of training to therapists. We don’t just train them about our product line, but also about different massage and pressure point techniques, skin treatments as well as soft skills and retailing.In the past 8 years, we’ve certifiedabout 2500 to 3000 therapist in India.
Average ticket size of consumers
The Average ticket size is between 5000 to 10,000 Rupees but we have consumers who have bought products till worth 80,000 too, depending upon their buying capacity. The SKUs (price range) of our product is between Rs1, 000- Rs14, 000 for all age groups from pre-teens, teenagers to 60 years old consumers.
Ongoing campaign & budget allocated
‘Face Map Our Nation’ is the skin analysis campaign in which face mapping is done through 14 zone analysis and accordingly, we prescribe a product and treatment to the consumers. Overall, we’ve allocated about Rs 8-10 lakh for this campaign. The campaign will be run for a limited period in an interval of every two to three months.
Currently, we are promoting the ‘Face Map Our Nation’ campaign by spreading education on skin health. Face mapping has to happen before any product prescribed or any treatment offered at salons. This pan India campaign is also promoted through social media, PR activities and direct e-mails. Salons will also be working closely with us to promote this campaign. We have created promotional branding collaterals and merchandizing materials for salons and spas. So far, we have got 25 confirmations from salons with rare number of spas to promote it.
Share in Indian market
We have 30 to 40 per cent market share and by 2020, we are targeting to capture about 70 to 80 percent of the current market share in skin care segment. We are selective of partners and aim to grow with A+salons only. However, currently, there are not over 700 to 800 A+ salons in the country.
The market of beauty and salon is growing by 20- 25 per cent and we are growing minimum by 30 per cent year-on-year. The market is hugely unorganized and new players are entering into the space with the efforts of making it more organized. Everybody has to work together to make it a well-organized sector. All the salons in the country, including domestic and international brands, are on the expansion spree, which is a positive move for the industry. Rising disposable income, elevating life standard and hygiene level is fuelling the growth of the market. There are better salons coming in tier II and III cities as well.
Apart from operating through our official Ecommerce portal, we are also present with online partners like Jabong, Flipkart to name a few. Our offline and online sales ratio is of 80:20 and by the end of 2015 we are planning to launch our own mobile app, for which, we are investing about Rs 3 lakh.
Tapping new territories
We are planning to launch about 3 to 4 major SKUs this year, which the country has never seen before and is expected to be well received by our customers. The major SKU will be launch in mid October-November 2015. We are expanding through salons, spas and retail outlets. Through retail, we have marked our presence at airports of Delhi and Bangaluru with our retail partners.
Recently, we have tied-up with 6 touch points of the Shoppers Stop; we are planning to reach upto 15 touch points by the end of 2016.