Japanese-based beauty company KOSÉ Corporation is targeting the Indian cosmetics market with the launch of the new Spawake skin care range.
The brand is set to launch into 200 stores over the coming months and is said to target city-based women that are prone to daily environmental stress on their skin. Focussed on sea-sourced ingredients, the range utilizes an extract of Japanese kelp (Laminaria Japonica) and sea salt, common ingredients in marine cosmetics.
The ingredients are normally applied in premium products, with the company said to be earmarking the skin care line for this market. And with a product price range from between Rs 69 to Rs 399, KOSÉ Corporation is targeting the more affluent consumer.
After starting as an e-commerce store, the company is hoping to break through in the skincare market with the Spawake brand. The company is currently in 300 stores in Delhi, and plans to roll out to 200 more in the next few months. In order to cover all bases the company also has an online presence and has recently launched its own e-commerce portal that reaches consumers across India and offers low delivery costs.
In order to promote the new brand the company is focussing on digital media as a way to tap into the Indian youth and beauty segment. Alongside this it is utilizing the normal newspaper, magazine and Metro Branding avenues.