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Spawake by KOSÉ Corporation Forays into India

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KOSÉ Corporation announced the launch of new skincare brand Spawake. It makes its entry in the Indian cosmetics market under the local Indian operating company KOSE Corporation India Pvt Ltd. Takashi Nomura, Director & CEO, KOSE Corporation India Pvt Ltd shares with Salon India his plans for the Indian subcontinent
The beginning
Founded in 1946, KOSÉ Corporation is one of the largest beauty & cosmetic companies of Japan. Till date, KOSÉ’S overseas business has focused on the export of brand products that are established in Japan. KOSÉ positioned overseas business expansion as a growth driver in the medium-term business plan starting FY2012. As part of this strategy, KOSÉ selected India as a new market with future potential and established the local operating company KOSE Corporation India Pvt Ltd in October 2013. The local company has since been preparing to enter the Indian Cosmetic Market.
India story
With the launch of Spawake, KOSÉ has optimised the product as per local conditions, in this case developing new products to reflect Indian culture and market character characteristics, manufacturing the products in India and supplying them through appropriate local channels.  The Spawake portfolio will include 7 product variants & 13 SKU’s marketed at Indian women and available at urban supermarkets, mainly in Delhi NCR, and the online e-commerce website. KOSÉ has always stood up for ‘Wisdom and Beauty for people and the earth’ and the decision to enter India is just an extension of that philosophy. Spawake is an expression of KOSÉ commitment to bring sea deep beauty to every Indian woman and we look forward to receiving tremendous response. Spawake is a skin care cosmetics brand developed independently by KOSÉ to meet the needs of, and growth potential in the Indian cosmetics market. KOSÉ leveraged its technical development capabilities and brand marketing expertise built up over many years to develop this product range.
USP of Spawake
The brand works on six elements of texture, fragrance, design, packaging, information and brand name. Reminiscent of Japan, all the products contain an extract of Japanese kelp (Laminaria Japonica) and sea salts which are commonly used marine cosmetic ingredients. By protecting one’s skin against UV rays, drying and the harmful effects caused by environment, the products cater to urban women fighting daily environmental stress.
Target audience
Based on the concept of refreshing and revitalising the skin for a fresh, after-spa glow, the Spawake range will be marketed at women in their 20s and 30s living in urban areas, particularly in Delhi.
Range available in India
Priced between Rs 69 and Rs249, KOSÉ will initially launch a moisturizing and a whitening line. Together, these two skin care lines will provide a series of two types of facial cleansers, four types of moisturising creams and one cream face pack.
Investment made
KOSÉ Corporation has initially made an investment of Rs40 cr on marketing and other professional activities.
Distribution and marketing strategy
Spawake will be distributed by three distributors who will cover Delhi and NCR in the first phase. The products will be available at 120 modern retail outlets and the target is to reach 300 stores in three month’s time.  The range will also be available at
Already present in
With the start of sales in India, KOSÉ will now be operating in 26 countries and regions and will continue to work to expand its global presence across countries such as – China, Taiwan, South Korea, Hong Kong, Macau, Thailand, Singapore, Malaysia, Indonesia, Myanmar, Vietnam, Cambodia, Laos, US, Canada, Australia, Italy, UK, Germany, France, Spain, Belgium, Norway and Denmark.

Views on the beauty industry of India

India is a booming market and after China, the beauty industry has great potential.

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