The Spanish cosmetic brand, Skeyndor, which entered India in 2011, will be completing four years next month in August. Speaking to Indiaretailing, Priyanka Tyagi, Cosmetologist, Head Trainer and the spokesperson of Skeyndor, shares the India plans for this fiscal and also divulges why the brand stands much higher in terms of innovation, packaging and efficacy than any other existing Indian counterparts.
“There is no competition or comparison of our products with that of Indian brands. Our philosophy is based on continuous innovation with inclusion of new active ingredients. Products from other brands only superficially provide results but ours is an excellent combination of cosmeceutical and pharmaceutical scientific breakthroughs and advances. Our products will not only beautify but also render proven and long lasting results,” she says.
Tyagi oversees the planning of entire module of the India operations, which includes the business strategy right from defining the plan of action to R & D of the salons, where the products are placed and distributed. “We send our trainers to the salons and beauty institutes to first review their quality of infrastructure and services. Once they clear the international standards and other criterions set by the company, we decide to distribute the products,” informs Tyagi.
On the growth of the brand since its India entry, Tyagi says, “India is a price sensitive market. The training and education is done by the master company so we take care of even the minute details. That is why we have almost doubled the brand’s presence in the market. We believe in making certified beauty experts and aware them about the products. There has been considerable growth in the last four years; we have come a long way, the visibility is increased and now salon owners from different parts of India come seeking our products.”
On the future plans for India, Tyagi says, “Skeyndor has created many special lines for India. We are also planning to come up with an academy, which will help upgrade the level of technical education of the beauticians. They will also learn the basics of salon management and other useful skills to run their businesses.”
While exporting the products from Spain to India, the company exercises tremendous amount of caution on its packaging while fulfilling all the norms set in Europe. Though the products fall in the luxury category, the company has tried to reach mass consumers by keeping the prices 40 per cent lower as compared to other international brands in the market.