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Elder to pin down the premium beauty market

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Elder Health Care, the FMCG arm of the pharma major Elder Group, is fast-implementing its plan to expand its personal care business. The company, which has been in news in the recent past for its movement in the beauty segment, is now planning to focus on the premium end of the market with in-licensed products. It has set the ball rolling by tying up with companies, such as Uriage Laboratories of France and POLA Chemicals of Japan. “Uriage’s face care range is already available in the market place. We also have a hair rejuvenator called Foltene from a Greek firm called Gerolymatos International. POLA products will be rolled out by the end of next month. We are launching their whitening range in India,” says Anuj Saxena, Managing Director, Elder Health Care. Overlooking regular distribution channels, the company is targeting cosmetologists, high-end skin specialists and plastic surgeons to distribute these products. Anuj Saxena further adds, “The plan is to garner revenue of close to 30 percent from the premium portfolio. We have set a target of about two-three years to achieve this. The high-end personal care segment is growing with a strong focus on skin and beauty.”

Posted on: 6-10-2010

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