Casmara first launched in Spain almost 35 years ago, is today, present across 65 nations through a strong dealership network and is available on the shelves of all the leading salons in the world. Says Maria Teresa Vilar, International Area Manager, Casmara, “Casmara has had a dedicated lab since 1974, and keeping in mind the weather and environment conditions of different countries, we make distinctive products with different formulations to cater to the discreet needs of people living in different parts of the world. Most of the ingredients are sourced from around the world.” The distributor of the brand in India is Esskay Beauty Resources.
Inspired by research, Casmara combines the best ingredients in their optimal concentration in order to achieve the best skin care range. They offer unisex facial and body solutions with innovative compositions, exquisite textures and fragrances. Inventors of the peel-off mask and the monodose system, all the products available in India, are made keeping in mind the Asian skin textures.
Area of expertise
The world-class quality and treatments for different seasons is the brand’s forte. “As the bridal season is important in India, we have an entire range dedicated to pre-bridal treatments wherein a would-be bride’s skin will be rejuvenated in maximum eight weeks,” shares Vilar.
Casmara products and treatment have vitamins, an anti-wrinkle effect and offer a powerful firming action, with exclusive and patented application methods on the eyes and lips. Divided into two verticals, the Prestige line treats ageing, dark spots, blemishes; the Chique range is meant for everyday use. Regarding the top treatments,
says Vilar, “Discolouration, dark circles, pigmented skin are some of the main problems faced by Indians, and Nacar Treatment is a one-in-all solution for all these skin-related problems.” It’s a lightening and clarifying treatment that controls pigmentation. The Goji Treatment prevents pre-mature ageing as it is rich in antioxidants. It also has the home care range comprising Hydro Goji, Nutri Goji and Goji Complex. The home care range comprises of the Shinestop Hydromatt cream, Shinestop Selective Oil Balance and Shinestop Control Age Matt cream. Elaborating further, Vilar says, “Our Skin Sensation line consists of minerals and vitamins and has the same effect as fillers. Most of our masks have a cooling effect, which brings down the temperature of the skin by five to six degrees and refreshes the skin.”
Strategy for growth
Casmara’s international team works on satisfying the needs and expectations of their clients by monitoring the process of continuous improvement in order to maximise their services and activities. The brand involves both company members and suppliers in the process of total quality management. “For India, our strategy is to reach out to more and more good salons. So, we feel, our distributors will have an important role to play here,” says Vilar.
Esskay Beauty Resources is developing Casmara in India. They are also hiring educators across the country, who can guide and provide proper training to the salon professional. Says Vilar, “We have received a positive feedback from Indian salon owners and consumers. Though our treatments are expensive, we have carved a niche in a price-sensitive country.” Concluding, she states, “We see a bright future in India. However, the only deterrent is stringent taxation policies, because of which the price for our product range has gone up significantly.
Year of estabilishment: 2002
Price point: RS.1,500 for clean ups, RS.2,500 for facials and RS.4,000 onwards for treatments
Offerings: Prestige range, which corrects blemishes, acne marks, ageing
et cetera and Chique range, for everyday use.
Presence: 50 cities and 500 salons
Future plans: Casmara Prestige concepts will enter Indian markets, exclusively for premium salons.
L to R: Subham Virmani with Maria Teresa Vilar, Ofelia Martinez and Ankit Virmani