Kanishka Ramchandani in conversation with Ravi Mittal, Managing Director, Ekta Cosmetic Ltd (Skeyndor) about the success of the brand’s India venture.
The road ahead
Q How did the collaboration with Skeyndor come about?
A It’s part fate and part good work that got us this collaboration. We were looking for an internationally successful brand with strong R&D that can develop products for the Indian market. Skeyndor turned out to be the perfect partner for us, with over 47 years of history with award-winning lines and innovations.
Q Do you think the Indian market has space for professional skincare brands or is it saturated?
A I say the more, the merrier. India has huge potential — awareness levels are improving every day and so are the spends. And the professional sector is still largely quite unorganised. We have a long way to go.
Q What kind of growth has Skeyndor seen since its launch in India?
A It has been very encouraging. We have just celebrated the brand’s second anniversary in India. There is a lot of interest, lot of inquiries about the brand every day. We are registering a growth of more than 100% year on year.
Q What growth path do you have in mind for the next fiscal year?
A We are slowly consolidating from metros to mini metros. We are carefully and systematically setting up sales and distribution networks in 40 cities, and thus increasing our presence in almost all top beauty salons by end of next fiscal year.
Q According to you, what is the USP of the brand?
A Skeyndor is known for its non-invasive and painless procedures. It is known worldwide for achieving the perfect balance of the goodness of nature and the wonders of science. It’s USP, I would say, is research. The company puts 30% of its total turnover into R&D. The result is seen in the mirror by millions of customers across 50 countries.
Q How are the international standards of products and services for Skeyndor maintained?
A Skeyndor products are manufactured with the most exquisite ingredients and have to undergo various quality and efficacy tests before being launched in the market. They are dermatologically tested and are specifically made keeping in mind the needs for different skin types. The Indian skin has variations due to geographical factors and fortunately Skeyndor is able to give effective and instant results here.
Q What kind of training/education do you impart to beauticians and aestheticians?
A We, at Skeyndor, believe in constantly upgrading our beauticians. Not only do they get good product knowledge but they are also taught about the effects of different ingredients on skin. We want them to understand the client’s skin needs, and accordingly choose a programme for them. This gives confidence to the client and better approach to the beauticians/ therapists. All the Skeyndor programmes have a scientific background so it becomes necessary to understand it in a better way — be it the massage technique, the ingredients, the skin type and problems related to it.
Q Which new products/services are in the pipeline?
A Skeyndor would be soon launching a Hydro-Dynamic Treatment with hyaluronic acid to give upto 100% maximum hydration. It will be a breakthrough in non-surgical hyaluronic acid (main component of injectable fillers) treatments to hydrate and keep wrinkles at bay. Skeyndor has always come up with innovative product ranges, for instance its Global Lift product range is the first non-surgical facelift programme.