HISTORY

Ever since the dawn of time, looking good and feeling good about self has gone
hand in hand. It all began in Egypt when the healers discovered the curative
abilities of scented oils. Since then the cosmetic industry began and grew to such a
level that it became a part of their religion where the gods were honored with
extensive use of cosmetics. Slowly cosmetics and it allure reached the other parts
of the world too.
In Rome, there was a period when women were not considered beautiful if they did
not wear cosmetics. In china, if a commoner was spotted wearing nail paint, were
to be executed as it was only the privilege of the rich. In Japan, noble women were
forbidden to walk in public without full body cosmetic treatment. India was
famous for using items of day- today use for cleansing and beautifying self. We
used a turmeric germicidal cream known as “Ubtan”, which is still in use as a
beauty-routine before weddings.
The use of a besan mask has been rather popular too. The concoction is very much
homemade and contains gram flour or wheat husk mixed with milk. The wheat
husk would remove dead cell tissue.
During these ancient times, masks were made out of sandalwood, almond, and
coconuts, which in some form are seen today in the form of “natural” and
“organic” beauty products. The use of kohl or kajal has a long history in the Hindu
culture. The use of traditional preparations of kohl on children and adults was
considered to have health benefits.
Kajal was prepared with the soot Early 20th century saw the dawn of the modern
cosmetic industry. Rise of film, photography, fast communications, countless
innovations, and support from large industrialists managed to introduce cosmetic
products to every household in the western world.
Now, the Indian market is experiencing a phenomenon called “luxury products at
regular cost”. This means that consumers no longer need to pay the high price tag
to rejoice the perks of a luxury product.
Cosmetics and skincare is a fast-paced, lucrative and an innovative industry. Like
most other FMCG products, these have an expiration date and hence compel the
brands to come up with innovative marketing and distribution processes.
The report focuses on the beauty and personal care industry, drawing on Industry
Insights. Skincare and beauty market refers to Indian market only unless specially
mentioned otherwise. This report is based extensively on secondary research. The
process involves covering publicly available sources, trade associations, specialist
databases, company annual reports, and industry publications.
Once all the information has been collated, an analysis was done and the insights
are used here. Types of products that are included are:
❖ Bath products

❖ Skin Care

❖ Haircare

❖ Oral Care

❖ Wellness

❖ Cosmetics

❖ Cosmeceuticals
According to a KPMG report, the size of India's beauty and wellness market is
expected to touch Rs. 80,370 crores by 2017-2018. This includes the beauty
products, beauty salon and spa businesses. It is estimated that the salon and spa
business together account for 31 per cent of the total size of the beauty and
wellness market.
Reasons for this unprecedented growth
❖ Changing lifestyles

❖ Enhanced consumer awareness

❖ Increase in the disposable income

❖ Higher number of women in the workforce

❖ Emergence of skin-care conscious males

❖ Prioritization of personal grooming and care

❖ Expansion of distribution channels

 The market has become rather competitive. Even though, at one point of time, the
beauty and skin care was restricted to a few giant brands, who had complete
monopoly over the market; now with the emergence of many new names (both
international and national), the market has opened up to new opportunities and
varieties. Customers have more to choose from.
With a growing number of international companies having entered the Indian
personal care & cosmetics market, the market competition for domestic brands is
increasing.
This means they have to be more creative, socially active and give an edge to their
brand. This could be it in terms of packaging, or taking a stand against/for
something. The idea is that consumers should see and think of their brand before
any other (better brand recall).
Modern day beauty and personal care products can be divided into these broad
categories.
❖ Ayurvedic – These products include extensive use of herbs, spices, and heavy
metals like gold, silver, copper, tin, mercury, sulphur, animal extracts, etc.
❖ Organic - A product only has to contain a certain percentage of organic matter
to be declared “organic” on its label. For example: 10% pure Almond extracts and
the remaining 90% chemicals will still qualify as organic.
❖ Synthetic Free /Plant Based - The term "plant-based" might be a little more
flexible, but generally indicates that the product is made with botanical ingredients.
❖ Cruelty-free – Not tested on animals. A Leaping Bunny certification would
mean that none of the product’s ingredients were tested on animals. However, a lot
of smaller brands might not be Leaping Bunny–certified, but it doesn’t mean that
they aren’t cruelty-free. If they are cruelty-free, it would be mentioned on the
packaging.
❖ Vegan – The product does not contain any form of animal products or by-
products whatsoever. However, this could contain a whole lot of chemicals as long
as no animals were hurt or used in the process.

REGULATION AND LAWS

Regulations & Laws For manufacturing
The governing legislation for cosmetics in India is the Drugs & Cosmetics Act,
1940.
Legal definition of a ‘cosmetic’ - “Any article intended to be rubbed, poured,
sprinkled or sprayed on, or introduced into, or otherwise applied to, human body or
any part thereof for cleansing, beautifying, promoting attractiveness, or altering the
appearance, and includes any article intended for use as a component of cosmetic.”
For manufacturing cosmetics in India, the legal procedure has been laid down
under the Drugs and Cosmetics Rules, 1945.
Schedule M-II classifies cosmetics into the following 11 broad product categories.
To manufacture any of the following products, a license has to be obtained from a
Licensing Authority appointed by the State Government. Other requirements for
manufacturing license includes qualified supervisor, certain compliances for
setting up a factory and labelling has to be met too.
1. Powders
2. Creams, lotions, emulsions, pastes, cleansing milks, shampoos, pomade,
brilliantine, shaving creams, hair oils etc.
3. Nail Polishes and Nail Lacquers
4. Lipsticks & Lip Gloss etc.
5. Depilatories
6. Preparations used for eyes
7. Aerosol
8. Alcoholic Fragrance Solutions (Cologne)
9. Hair Dyes
10. Tooth Powders and Tooth Pastes etc.
11. Toilet Soaps
Regulations & Laws For imports :
There is a set of different regulations for imports of cosmetics and personal care
products. Any company that intends to import and market cosmetic products, has
to go through this tedious process.
In case the company does not have a registered and physical office in India, as per
the legislation, a legal Authorized Representative needs to be formally appointed.
The authorized person represents the organization as the official Indian
Representative and is responsible for all the Brand activities.
The registration certificate of a product is valid for a period of three years from the
date of its issue. To continue importing the same product, the registration has to be
renewed. This maintains the quality, competence and safety of the said product.

INDUSTRY SHAPING POINTS

The wellness, cosmetics and personal care products industry has seen a sea change
since the beginning of the 2th century. Time and again there have been certain
market trends that have been the driving force behind these changes. These trends
are very much need-based of the consumers. Currently the following are the
primary trends that are impacting the industry.
❖ Beauty in every shade
Owing to the diversity of the skin tone (especially in Indian market), and the
acceptance of all as beauty in their own rights, this latest trend is more of a
necessity for the brand’s reputation and survival.
❖ Healthy Living
People nowadays prefer to refrain from using harsh chemicals on the body and
instead opt for natural and chemical free products.
❖ Digital Engagement
Social media and digital platforms play an important role in every brand’s
reputation. Trends show that a user would go through the reviews online, maybe
follow the brands then decide upon purchasing the item. Hence brand’s active
presence on the digital platform is more of a requirement now rather than a luxury.
❖ Personalized Product Experience
 One size does not fit all in the current scenario. Brands use a series of
questionnaires on their websites, social media platforms or via email to ensure that
the products offered to the consumer are exclusively as per their individual needs.
❖ Gender Neutral
Unlike their previous trend, where women were the exclusive target for all beauty
and personal care products, brands have shifted their TG to men too. Brands like
Fair and Lovely have introduced products for their male audience exclusively.
Brands including Tom Ford, MAC, and Marc Jacobs have launched gender neutral
makeup lines by breaking the glass ceiling that makeup is for women only.
INDUSTRY OUTLOOK
The cosmetics and personal care industry is one of the fastest growing consumer
products sectors in India with a strong potential for foreign companies. The
personal care and cosmetics sector in India has shown continued strong growth,
with increasing shelf space in retail stores and boutiques in India, stocking
cosmetics from around the world.
Size and Growth Trends in the Domestic Industry
The Indian cosmetics and beauty products segment has been witnessing steady
growth of late. It is primarily categorized into five major categories - body care,
face care, hair care, hand care and color cosmetics. Indian beauty and personal
care (BPC) industry is estimated to be worth USD 8 billion. India’s per capita
spend on beauty and personal care is it is growing in line with India’s GDP growth
It is expected (see figure below) that the overall skincare market will see a year-on-
year growth of 18.76% CAGR by 2020. This year the growth so far has been
18.75% which is good but not great as 2016-2017.
It is expected that the overall skincare market will see a year-on-year growth of
18.76% CAGR by 2020. This year the growth so far has been 18.75% which is
good but not great as 2016-2017. In 2018, facial care has the largest share (INR
151,040.62 million) in the skincare market and is expected to register a growth of
19.38% during the forecast period.
Asia Pacific region (India, Japan, China and others) is expected to emerge as the
fastest growing market region during forecast period 2017-2024. There has been a
steady growth of various distribution channels. It is expected that 10% of total
revenue will be generated through online sales by 2021.
CHANGING THE FACE OF PERSONAL CARE
In the recent past we are seeing a tilt in the skincare and makeup industry wherein
the users are more interested in the natural substances rather than purchasing items
with abundant chemicals in them. Going back to nature, organic, going green etc.
are the new mantra for the millennials.
Organic products are more in demand nowadays because of the already existing
pollution which causes enough damage to the skin. These products are non-
allergenic because no harmful chemicals are used. Also, using knowledge from the
past is vital part of achieving a more natural way of life. Major target audience for
the demand of organic products are adults between the age group of 25 to 45.
The second most visible changing trend is users adopting brands that are cruelty-
free. Since the workforce generation is becoming more aware and sensitive
towards animals and their trauma of being tested- upon, the demand for cruelty-
free products is on the rise. According to a recent study, over one-third of women
prefer to buy beauty products from cruelty-free brands. India is gradually coming
up with a fabulous market for cruelty-free brands and it’s a trend that is growing.
Some of the Indian brands that are both purely organic and cruelty-free.
❖ Soultree
❖ Ruby organics

❖ Navami

❖ Forest Essentials

❖ Kama

❖ Rustic Arts

❖ Juicy Chemistry

❖ Ma Earth

❖ Bon organics

❖ Sinsense luxury

❖ Pure Earth

❖ Khadi

❖ Veda Earth

❖ Ahé Naturals

❖ Bare Earth

❖ Saattvikaa

Analysis of the Cosmetic Industry in India:

Factors crucial for success
Product Quality.

Pioneer Advantage.

Market Research.

Quality control.

Key Product placement.

An analysis of the skin care industry

The skin care industry in India is valued at $180 million.

However in India, the market for skin care products is at a very nascent stage.

The business for skin care solutions in India is expanding at a rate never witnessed before and it
includes increased awareness amongst consumers, progress in technology and other such
concepts.

The skin care products available in the market can be segregated into:

Facial creams cleansers, sunscreens, anti-wrinkle creams, dark circle removing creams,
moisturizers, toners, fairness creams, etc.

Approximately 60% of the skin care market consists of facial creams, moisturizers, fairness
creams, etc.

In both the markets urban and rural the penetration level is relatively low.
The Main Reason being that People home-made and traditional products are still preferred by the
people to cure skin ailments.

However, within a period of the last five-six years, it has been observed that there is a huge
demand which is growing exponentially for skin care products in India.

With the adoption of new lifestyles, availability of greater number of choices in products to
choose from and an increase in disposable incomes the general population are now follow their
favourite celebrities and role models more closely and are taking a greater interest in personal
grooming.

Hence, the facial skin care market is booming.

The competition amongst products from rival companies to occupy maximum shelf space in
retail stores is at an all-time high.

The cosmetics market now includes facial skin care products as one of their primary
components.

To remove pimple’s, worry lines, acne and to combat stress in an effort to look young, creams
and potions are being used in India increasingly just as is the case in the western countries.

Since the market penetration level is comparatively low, hence growth is expected to be around
20% over the next five years.

Major Rivals in the Skin care industry

The leader with around 53% of the market share is Hindustan Lever which owns Fair and
Lovely, Ponds, Lakme which have a big grasp in the market share of skin care products in India.

CavinKare – Fairever occupies a market share of around 12 %.

Godrej- Fair Glow has a market share of about 4%.

Emami – (Gold Turmeric and Naturally Fair) has a market share as well.

Revlon (Fair and Glow) is also becoming increasingly popular.

SWOT ANALYSIS
Strengths:

Providing a quality skin-care cosmetic cream which closes face pores and gives a non-greasy
face on which make-up can last longer.

In the age of glamour, bringing an extension to beauty and a cosmetic necessity.

Providing high quality products.

Having widespread availability and promotion.

Providing Safe skin product.

Pioneer Advantage

Weaknesses:

Highly competitive market.

Threat of the competitors about copying the product.

Difficulty in creating a high-adoption rate.

High advertising cost.

High legal and corporate expenses.

Opportunities:

Entering into the Cosmetic and Skin-care Industry at the same time.

Creating new variations of anti-sweat cream at a fast pace to meet different skin requirements
and customer’s sensual needs.

Manufacture anti-sweat body creams.

Giving samples of cream for comparison with other foundations, concealers, face-creams for the
summer.

Advancing the cream to a product that protects the skin from UV rays.

Threats:

Highly competitive market.

Global Recession.

Differences in taste and preferences.

Government rules and laws.

High promotional and development costs.

PESTEL ANALYSIS

PEST analysis is a part of external macro-environment in which the firm operates can be
expressed in terms of the following factors:

Political

Economical

Social
Technological

To analyze various macro environmental factors we use PEST analysis. PEST analysis fits into
an overall environmental scan.

POLITICAL FACTORS

Some of the political factors to take into consideration are legal issues, rules and regulations of
the government and various others informal as well as formal rules under which a firm must act.
Some of these political factors are:

TAX POLICY: the company has to bear a tax rate of 30%, which is the highest amongst all the
tax rates, as the corporate tax rate. This reduces the profits of the company.

ENVIRONMENTRAL REGULATIONS: as per the norms of the government the company has
to convert 30%of the land area into green land to make the environment eco-friendly, incurring
extra cost for the company.

TRADE RESTRICTIONS& TARIFFS: the company has to bear charges for crossing the state
borders for the purchase of raw materials and the delivery of finished product.

ECONOMIC FACTORS

The purchasing power of a prospective customer as well as the firm’s cost of capital is affected
by various economic factors. Some economic factors include:

INFLATION RATE: the inflationary period is adversely affecting the company as the raw
materials, machineries, etc. have to be purchased at a higher price.

INTEREST RATES: the rate of interest on corporate loan is 12% and the company has to pay a
tax of 60 lakhs per year as tax.

SOCIAL FACTORS

Demographic and cultural aspects form a part of the social factors. These factors affect the
customer needs and size of the potential market. Some social factors include:

HEALTH CONCIOUSNESS: keeping the safety of the end users and social responsibility in
mind the company has used the chemicals that are not harmful for the skin and are a bit costly
than the other chemicals.
ENVIRONMENT NORMS: keeping the environment norms in mind, the company has
converted 30% of its land into the green area and also used eco- friendly paper for the purpose of
packaging.

EMPHASIS ON SAFETY: the company has emphasized on employee safety and has taken a
employees’ insurance policy of Rs.1 crore with an annual premium of Rs. 50000/-

TECHNOLOGICAL FACTORS

Technological factors include ecological and environmental aspects. Some technological factors
are as follows:

RESEARCH AND DEVELOPMENT: the company will have to spend a lot on the research and
development of the product in the upcoming years as the company has the advantage of being a
pioneer in launching such a product in the Indian market and the product will be easily copied by
the competitors. Thus, the company will have to continue investing in the research and
development activities to keep a firm hold in the market.

TECHNOLOGY’S EFFECT ON FIRM’S OFFERING: The increase in the R&D cost will affect
the firm’s offering as the cost of the product will increase with increase in R&D cost.
Segmentation, Targeting and Brand Positioning

SEGMENTATION

ON THE BASIS OF DENSITY

URBAN SUB-URBAN RURAL

ON THE BASIS OF GENDER

MALE FEMALE

ON THE BASIS OF DEMOGRAPHIC AGE

18-25 25-35 35-45 45-55 55-65

ON THE BASIS OF OCCUPATION

WORKING WOMEN HOUSE WIFE STUDENTS

ON THE BASIS OF SOCIAL CLASS

WORKING CLASS UPPER CLASS MIDDLE CLASS LOWER CLASS

ON THE BASIS OF PSYCHOGRAPHIC LIFESTYLE

CULTURE ORIENTED SPORTS ORIENTED OUTDOOR ORIENTED

Geographic region

India

Focusing on Delhi, Mumbai, Kolkata, Bangalore and Jaipur.

Density

Urban, suburban, rural

Gender

Female

Demographic Age

18+

Occupation

Students, Professionals, Homemakers.

Social Class

Working class, Upper class, Middle class, Lower class

Psychographic Lifestyle

Outdoor oriented, Culture oriented, sports oriented

TARGETING

The target market of the product is as follows:

ON THE BASIS OF DENSITY

URBAN SUB-URBAN RURAL

ON THE BASIS OF GENDER

MALE FEMALE

ON THE BASIS OF DEMOGRAPHIC AGE

18-25 25-35 35-45 45-55 55-65

ON THE BASIS OF OCCUPATION

WORKING WOMEN HOUSE WIFE STUDENTS

ON THE BASIS OF SOCIAL CLASS

WORKING CLASS UPPER CLASS MIDDLE CLASS LOWER CLASS

ON THE BASIS OF PSYCHOGRAPHIC LIFESTYLE

CULTURE ORIENTED SPORTS ORIENTED OUTDOOR ORIENTED

POSITIONING

Positioning can be defined as the process or steps by which we ensure that the company’s
product have a unique identity and image in the consumers mind.

The main purpose behind it is to fix the brand in the consumers psyche so as to maximize its
prospective benefit to the company goal is to locate the brand in the minds of consumers to
maximize the potential benefit to the firm.

As a result of positioning, a successful creation of value proposition is created in the consumers

mind.

The company is positioning its product as the first anti-sweat lotion.

The company will promote its product using various advertisement tools such as television ads,
print ads and broachers.
Analysis of Oral Care Market in India

Oral health care is an integral part of overall health, however this remains the most neglected
part in our country because most of the people visit a dentist only when it is unavoidable. With a
very high prevalence of dental disease (approximately 87 per cent), amongst the Indians
population the oral healthcare sector is geared for a giant leap provided we generate awareness
about dental disease and its consequences as well as about quality dental treatment facilities
available in semi-urban and rural areas. Unlike countries abroad, dental treatment is not covered
by any of the insurance companies in India. Hence, every dental treatment has to be paid by the
individual which in itself is quite dampening as people generally believe that unless a ‘tooth is
hurting’ why should they visit a dentist and ‘hurt their pockets.’

India’s healthcare sector is a combination of state-of-the-art healthcare providers to unregistered

doctors and unqualified quacks. The situation is the same in dental healthcare too. In order to
bridge this gap between healthcare providers and patients, there is a need for a massive increase
in dental institutes and their productive capacity. In total there are 310 dental colleges in the
country, of which only 40 are government, producing 30570 dentists annually. However, the
problem arises when these dentists are not available to the masses at large and remain
concentrated in certain regions, predominantly urban. This situation gives rise to problems such
as poor quality of dental treatment, ambiguity in dentists qualifications, increased demand in
terms of economy and sustainability.

Let’s examine the various aspects which characterise dental care in India with a SWOT analysis

Strengths

In Prime-minister Modi’s words, India’s population is its strength. Dental community should be
able to use this staggering number to its advantage. The country has exceptional avenues for
advanced learning and dental professionals can keep themselves abreast with the latest
advancements to give their patients the best dental care possible.  Further, dental treatment in
India is affordable and there is a sharp rise in dental tourism, putting India and its dentists on the
world map. The introduction of quality assurance certificates such as ISO, NABH by the Quality
Control of India and formation of many dental corporates are helping in increasing the avenues
for dentistry.

Weakness

The surprising question that looms large is, “Why does India still lag in channelising dental
professionals?” According to WHO Health Statistics in 2004, dentist – population ratio in India
was 1:30000, and in 2014, the ratio was 1:10000. In the year 2004, India had one dentist per
10000 people in urban areas and one dentist per 1.5 lakh people in the rural areas. This demand
and supply disparity causes excessive burden on the dental professionals practicing in the rural
areas, forcing them to sharply decrease the quality of dental treatment. Quality comes with a cost
and when the treatment versus cost is not met, the axe falls on quality first.

In 2014, NHS England, tried to trace patients for blood borne disease and HIV treated by a
dentist over a period of 32 years and had not followed proper sterilisation protocols. It was found
that he was keeping dental equipment in the staff toilet. In India, we yet do not have a body to
keep a strict check on the quality of dental professionals and their work ethics. The guidelines
are revised from time to time but there is no audit team to check.

Government job vacancies for dental professionals are very less in number.
Records show that only  five per cent of graduated dentists are working in the
government sector. The government also often lags in providing basic amenities
to doctors working in rural areas. Most set ups are not fully developed or do not
have a specialist and hence the patients have to run to urban areas.

Another major challenge is the number of post-graduate students or the seats

available in dental colleges. The total number of post – graduate seats available
are only around 3000 compared to each year pass outs of nearly 25000 dental
graduates. This imbalance between graduates and postgraduates causes
concentration of dental surgeons in the urban areas.

Opportunities

With multi-dental institutes and many private sector corporate chains emphasising on work
ethics, many dental healthcare workers have a better opportunity. However, much needs to be
done in this area. Evidence–based workforce plans, especially in the poorest and most fragile
states, to motivate existing interns to work in the rural areas and prevent the mushrooming of
dental set – ups in one particular area or city is the need of the hour. Such practices have the
opportunity to provide a platform for young dental graduates and post graduates to be gainfully
employed.

Threats
With the opening up of many private set ups, the threat of sustainability for each individual
practice increases. However this does not affect a multi-practice chain as much. Also, the
examination system and the process of dental selection in the country needs a few amendments.
But with the government’s initiative of National Eligibility and Entrance Test (NEET), barriers
in terms of quality will be met. The challenge will be for those who will not be able to meet the
NEET criteria. However, the government will still not be able to prevent these fresh graduates
from bee-lining towards the urban areas, until and unless they make working in semi urban and
rural regions lucrative.

Analysis of Hair Care Industry In India

Hair Care market is segmented by Type, and by Application. Players, stakeholders, and other
participants in the global Hair Care market will be able to gain the upper hand as they use the
report as a powerful resource. The segmental analysis focuses on sales, revenue and forecast by
Type and by Application for the period 2015-2026.

The Hair Care market remains multifaceted due to the involvement of key players making
greater contributions to the growth of the market. The report analyses the market value, market
demand, as well as pricing factors while making a prediction about the growth rate. It also
studies the restraining factors and scopes associated with the market during the forecast year.

In terms of key players, the report provides an insight into the competitive scenario of the market
along with the key players, latest trends getting into the manufacturing arena, etc. The report also
throws light into top vendors with major contributions to the market. 

The major vendors covered:

Amka Products
P&G
L’Oréal
Unilever
Avon
Estée Lauder
Johnson & Johnson
Shiseido
TONI&GUY

Segment by Type, the Hair Care market is segmented into

Shampoo
Conditioner
Hair Color
Hair Styling Products

Segment by Application, the Hair Care market is segmented into

Hypermarkets and Supermarkets
Drugstores and Pharmacies
Specialty Stores
Department Stores

Regional and Country-level Analysis

The Hair Care market is analysed and market size information is provided by regions (countries).
The key regions covered in the Hair Care market report are North America, Europe, Asia Pacific,
Latin America, Middle East and Africa. It also covers key regions (countries), viz, U.S., Canada,
Germany, France, U.K., Italy, Russia, China, Japan, South Korea, India, Australia, Taiwan,
Indonesia, Thailand, Malaysia, Philippines, Vietnam, Mexico, Brazil, Turkey, Saudi Arabia,
U.A.E, etc.
The report includes country-wise and region-wise market size for the period 2015-2026. It also
includes market size and forecast by Type, and by Application segment in terms of sales and
revenue for the period 2015-2026.
Analysis of Deodorant Industry in India
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