V Indian cosmetics and toiletries market is valued at $950 million.

The key growth drivers for the cosmetics and toiletries market in
India are rapid urbanization, increase in disposable incomes, and
changes in people's tastes.
V The cosmetics market can be segregated into talcum powder,
colour cosmetics (lip, eye, face, and nail care products),
deodorants, and perfumes. The cosmetics market has been
growing at the rate of 15-20% for the last few years.
V The sector has witnessed growth mainly from medium and low
priced category that accounts for 90% of the cosmetic market.
V Colour cosmetics are the fastest growing segment, valued at $60
million. The major products in colour cosmetics market are
foundation, compacts, eye make-up, lipsticks, nail enamels,
blush-on, etc. Lipsticks and Nail Enamel account for 65% of the
Color cosmetic segment. The nail polish segment is valued at Rs.
1.25 billions followed by the lipstick market at Rs 7 millions. All
the categories in this segment are growing at around 25-30%.
V þone are the days when cosmetics were viewed as expensive and self-
indulgent items. þreater access to television, increased advertisement,
growing awareness of western world, and greater product choice and
availability have resulted in growing demand for cosmetic products in
India.

V However, the penetration level of cosmetics and toiletries product is still

very low in India. The per capita expenditure on cosmetic products in
India is approximately „
 
 
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The penetration level of international cosmetics brand in
India is also low.  
    


 


  
 
 
  
 
   


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V Indian market researchers RNOS have published a report on the

cosmetics market in the country, predicting annual growth of nearly 7
percent between 2009 and 2012.
V 4ith tremendous media exposure to international beauty
standards, Indian teenagers are becoming more and more
conscious of how they look. The increasing awareness about good
skin and clear skin as an indicator of being in step with current
fashion has meant that Indian teenagers are more than willing to
try products that promise to improve the appearance of the skin.

V Johnsons and Johnsons have tried to capitalize on the Indian

youth by product differentiation and low cost strategies.

V Brush at the same time aims at creating a niche· market for itself
by creative positioning and intelligent positioning.