Establishing An Identity
Entry of a major player like Marico in the niche skincare segment had intrigued industry watchers. For an FMCG player, a leap into skin care services was always going be a challenging task. In a case study published by IIM Bengaluru, authors Ramesh Kumar, Ande Teja, Syed Hussain noted, “The beauty care industry involved many products like hair, shampoos, oil, cosmetics and fragrances, whereas the skin care segment was smaller than the personal care segment. So, targeting the small segment was a very big challenge for the organization.”