Kiko Milano products are priced very competitively for the middle-class segment: Annanya Sabarwal
In conversation with Annanya Sabarwal, Country Head, Kiko Milano India, who spoke about her brand, Kiko Milano and its future plans.BY Tanya Krishna | October 07, 2017 | comments ( 0 ) |
Kiko Milano, the Italian cosmetic brand celebrating 20 years of beauty, has extended its presence in India by opening its first store at Sea Wood Grand Central in Mumbai. The brand already has an expansive reach worldwide with presence across 20 countries and is now looking to tap the Indian beauty sector as well. This year, the brand has achieved yet another milestone with the launch of its 1000th store worldwide in April. The uniqueness and creativity of Kiko products is inspired by the Italian tradition of art, fashion and design. The newly- opened store is the brand’s fourth in India, the previous three being in NCR – DLF Mall of India, DLF Promenade and Ambience Mall.
For its 20th anniversary, Kiko has chosen to partner with seven international brands linked with emerging designers who will celebrate the very essence of Kiko and its most important values: colour, creativity, talent and an all-Italian style. The selected designers will design seven limited edition capsule collections, and it will launch throughout 2017. We talk to Annanya Sabarwal, Country Head, Kiko Milano India, about the brand and also about its roadmap for further expansion.
Kiko Milano has been in the industry for over 20 years with more than 1,000 stores worldwide and is now looking to further strengthen its presence in the Indian beauty industry after entering the country in 2016. Why did you choose India as its next destination for expansion?
India, being one of the most diverse countries in the world, possesses immense growth potential for the beauty and personal care industry. India is recognized as one of the fastest-growing markets in the world and we believe that Kiko Milano will transform the current demands into products by sensing women’s wishes, trends, needs and finding beauty solutions that are within the reach of every woman. With the launch of Kiko’s 1000th store in Delhi, we are glad to work towards expanding our footprint in India as we aim to keep up with the fast paced expansion drive in the country.
Tell us about the market positioning you are looking at for Kiko Milano (in India).
Kiko Milano products are priced very competitively for the middle-class segment. We offer a range of items which also includes professional products priced slightly higher than the usual ones. Kiko Milano's products would be from "masstige" segment, which is mass-produced, relatively inexpensive goods and are marketed as luxurious or prestigious. The brand runs with the USP of offering high quality make-up with a fast pace of product innovation and trend based collections at accessible prices to women everywhere.
What are the different product categories Kiko Milano deals in?
Kiko is an Italian professional cosmetics brand that deals in make-up and skincare products along with the product accessories like make up brushes, face, eye and hand care accessories as well. It features a range of cutting-edge makeup, face and body treatments. It also ensures safe and effective products of the highest quality, created to satisfy the beauty requirements of women of any age.
Have you curated your collections in order to suit the Indian consumers and their skin types and also to suit the weather conditions of India?
At Kiko Milano, we always try to come up with some new and mind-boggling products that not only fulfill the market demand of the industry but also satisfy the needs of every woman in their own way. Very recently, Kiko has come up with its new limited edition ‘Asian Touch Capsule’ collection. This collection evokes Asian culture, offering high-definition make-up products with a focus on fiery red lips and eyes accentuated by eyeliner. The collection is topped of with super defined eyebrows and a glowing complexion. Keeping the weather condition in mind, this range of products is light-weighted and kept natural. This is one of the 7 limited edition capsule collections celebrating Kiko Milano’s 20th anniversary.
How do you see the Indian beauty and cosmetics companies and brands as a competition for the international brands entering the country?
Kiko is a one-stop beauty destination catering to needs of all make-up lovers. The brand truly believes in healthy competition and focus on catering to the needs of every woman by offering them the best of quality and affordability with variety of colours, effects and sensations that are unique in the market to suit their style, skin tone, skin type and specific requirements, at every phase of life. Kiko believes that beauty belongs to everybody and offers customers a true sensory experience, which includes fun, well-being and gratification.
What are your future plans for expansion in India? Will the brand retail through e-commerce portals as well?
We are planning to open more stores in the coming years and will be focusing on penetrating more cities across the country. We are also planning to go online in the near future.
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