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Amway India to enter colour cosmetics segment

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Amway India, the country’s largest direct-selling FMCG company, is set to enter the Rs 500-crore colour cosmetics segment. Since its inception in India in 1998, Amway has been focusing on the skin-care segment with its range of cosmetics called Artistry. Two years ago, Amway India launched its second- tier skin-care cosmetics, branded Attitude.

Amway India will roll out its range of colour cosmetics under the brand Attitude. To begin with, they will launch four shades of nail enamel, six shades of lipstick, and one shade of eyeliner.

“With a range of skin products in our portfolio, we felt the time was just right to enter the colour cosmetics segment. This sector has been buoyed by phenomenal growth over the years, and given Amway’s superior quality of product offerings, we are confident of notching up impressive sales figures in a short span of time,” says William S Pinckney, MD & CEO, Amway India.

Commenting on the pricing of the new offerings, Pinckney assures “these will be very competitively priced keeping in mind the price-sensitive target audience.”

According to a recent Euromonitor report (released in August 2006), colour cosmetics enjoyed a dynamic performance in 2005 with sales expanding by a massive 34 per cent in current value terms over the previous year. According to the report, the retail sales of colour cosmetics stood at Rs 4,954.7 million in 2005.

– Mumbai Bureau

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