Revlon Has An Edge Over Indian Brands In Terms Of 'Technology And Understanding Trends'

Revlon believes that its global brand recognition, product quality, R&D, innovation and marketing experience will enable it to create an eminent position in the leading global consumer brands segment in India

Revlon, with the distinction of being the first international color cosmetics brand to be launched in India in 1995, was started with an alliance between Modi-Mundipharma PVT Ltd. (a joint venture between the Umesh K Modi Group of India and Mundipharma Group of Switzerland) and Revlon of USA.

The company’s vision was to establish Revlon as the quintessential and most innovative beauty company in India. Today, the brand is a global standard cosmetic, hair color, hair care, body sprays, fragrances and skincare company.

In an exclusive conversation with IMAGES Retail Bureau, Rajiv Kumar Bobal, Director Sales and Marketing, Modi-Mundipharma Beauty Products Pvt Limited, talks about the company’s India journey, its expansion plans, and the growth he has observed in the beauty industry in India. Excerpts…

You were aggressive in opening EBOs in 2017, what has been the total count last year? What are your plans for 2018?

We had plans to open 80 stores by the end of 2017 and we reached our target and went ahead to launch 83 stores in total. Our new target is to reach 140 stores by the end of 2018.

How much will these EBOs contribute to your total India revenue?

India as a country is taking retail forward. As of now we are just planning to increase EBOs and achieve 15 percent growth and we hope to reach upto 20 percent by 2018 end.

What are the preferred store types for Revlon in India – full-fledged EBOs or kiosks? What is your location strategy – malls or high streets?

We don’t have a fixed strategy. Or main motive is to make the brand visible. Cosmetics fall under the category of impulse purchase. A woman sees something new, she will buy it. Visibility is key for us then be it in a high street or a mall, EBOs or MBOs.