SOURCE: Salon International February 2019 Edition
Interview with Mr Ashish Gridhar, Managing Director - Dermacol India
Trends for FY2019
We have innovated Dermacol Makeup Cover for Masses which is water-proof and suitable for all skin types. Its hypoallergenic, preservative free and offer full coverage. It has SPF 30.
We have huge range of decorative cosmetics, makeup bases, foundations, corrector, powders, blushers, illuminating bronzer collection, eye-shadows, eyeliners, eyebrows, mascaras, lipsticks and alot more.
Role of innovation
Firstly, our legendary makeup cover is suitable for all skins and is available in 19 shades. The products are preservative free and hypoallergenic which makes it a product for masses.
The 100% coverage and concealing properties of our products cover tattoos and vitilgo marks, which makes it a leader in the feild of color cosmetics.
We have recently launched Invisible Fixing Powder in various shades, 24 hour makeup base and three new shades in Dermacol Makeup Cover.
We aim to sell through our website, appoint offline distributors and tie-up with academies.
Social Media & Client Engagement Programmes
We have recently started advertising in print media targeting salons and parlors. Besides, we have a strong presence on social media platforms like Facebook and Instagram.
We have reached more than 55 lac women Pan India, since our inception in August 2018. This has helped to build a strong brand presence for Dermacol. The brand has rave reviews on our Google page. We have successfully made our way through Indian housholds with Cash on Delivery payment options when purchasing from our website. It would not have been a success without traffic being diverted from above mentioned media channels.
Also, we have focused to bring our SEO game together to be seen on the first page of Google. To earn our customer's trust, we have not given online rights to any platform in India. Often customers are duped with fake products available on Amazon and Flipkart. We would like to raise awareness in client and insist them to buy genuine products only from our website.