Kan­ishka Ram­chan­dani in con­ver­sa­tion with Ravi Mit­tal, Man­ag­ing Di­rec­tor, Ekta Cos­metic Ltd (Skeyn­dor) about the suc­cess of the brand’s In­dia ven­ture.

Hair - - Beauty -

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.

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