The Face Shop is a world renowned South Korean cosmetics brand which has dominated South Korea for a decade now and it is a subsidiary of LG Corporation. Now after dominating South Korea, The Face Shop is all set to enter the Indian market. In a scenario when almost all the major FMCG brands in India are hit by natural and organic products campaign, we have another MNC harping on natural story tag line. There is a lot of possibility that it can be another game changer in the Indian market.
The Face Shop was launched in December 2003 in Korea and till now TFS has been successful in 34 countries by virtue of its focus on natural products and value based pricing to consumers. TFS wants to restructure all their cosmetics and do a launch in India. TFS product range includes: Skin Care, Makeup, Cleansing, Mask, Body, Hair, Perfume, Aroma and products specific for both women and men.
The Face Shop had a launch event at New Delhi’s Connaught Place where a South Korean makeup artist Mr. Shwan Kim have shown their products and have applied it on their model. Some of their key products are The Therapy moisture blending formula cream which is a powerful moisturizing formula with the blend of essential oils. The cream protects skin with natural hydration while restoring skin’s youthful glow.
Another product is ‘The Therapy anti-aging formula serum’ which is a natural blend of flowers, leaves and fruits. The serum focuses on the most effective parts of the skin and brings amazing changes to the skin. Some of the products were lipsticks with amazing shades. Other products include CC intense cover cushion, BB power perfection, CHIA seed and many more.
The Face Shop overseas marketing Manager, Ms. Diane Lee said, “Finally we are reaching India, the most wanted market for cosmetics from their global business perspective. TFS is thrilled to meet beautiful Indian ladies and surprise them with innovative products that are available in over thousand ranges.”
“Indians are connected to nature and as TFS focuses on natural products range, it has a high probability of becoming favourites of Indian people,” adds Lee.
“It is a strategic decision of THEFACESHOP to enter Indian market with beauty products. TFS may have stiff competition from other FMCG brands but the company is optimistic on the market outlook,” Lee further says.
TFS is expecting a lot from the Indian market and understand the level of competition it has to face from other Indian or international brands. TFS will be launching highly growing e-commerce market at first and then will expand to off line market by next year.
Since India is a really important market in global perspective with its huge potential, The Face Shop will develop K-Beauty segment in India through various on and off line activities like K-Beauty classes and creative adaptation into Indian make up culture.
The Face Shop has been making a stable growth and has caused a sensation to the nation’s cosmetic industry. The brand’s philosophy lies in connecting the secrets of nature’s beauty with its customers through finely picked excellent ingredients in their best quality and products innovations. The Face Shop creates products from 600 natural ingredients such as flowers, grains, plants, fruits, mineral water, and oriental medicine to nourish and revitalize the skin.
TFS has more than 2,950 stores in 34 countries and company’s total sales marked US $570 million in 2015.