Exploring the Korean Skincare Revolution with Archana Miglani
I had a riveting conversation with Archana Miglani about how Korean skincare is revolutionizing Indian cosmetics industry. As the founder and director of Amatrra Cosmetics, she had some interesting insights about cultural and economic shifts in Indian consumer behavior, emphasizing the growing importance of necessity purchases and the potential for new products to cater to this trend. Here are some key highlights from our lively conversation.
For those who missed the live interview, you can watch the full conversation here.
Indian Consumers, Middle Class, and Partnerships
Archana discussed the cultural dimensions of Indian consumers and how they prioritize necessity purchases over luxury ones. She noted that this trend is changing, with more women entering the workforce and becoming financially independent. Archana also highlighted the growing middle class in India and their openness to new products. She emphasized the importance of consumer education to overcome these challenges. Archana confirmed a partnership with the G Ocean Company in Korea, which is helping to ensure the highest standards of quality for their products. They are launching four new SKUs under three brands: Miracel, Skinbuilt, and 60 M.
Korean Skincare Expansion in India
Archana and I also discussed the manufacturing and expansion of Korean skincare products in India. Archana confirmed that they are planning to launch four new skincare products by the end of the year, initially in New Delhi and Mumbai, with the aim to expand their product portfolio. We also discussed the growing popularity of Korean skincare in India, attributing it to increased exposure to Korean culture and the concept of ‘glass skin’. Archana expressed her belief that the Korean beauty trend will continue to grow in India, given the quality and rigorous testing associated with Korean products.
Consumer Education, Product Claims, and Brands
Archana emphasized the importance of educating consumers and delivering high-quality products. She noted the confusion caused by products claiming to do different things, and the tendency to rely on recommendations over understanding product claims. When asked about the dominance of Korean or Indian brands in the Indian skin care market, Archana responded that while Korean products are popular for their quality, there is also a strong preference for Indian products. This is especially true for those backed by Ayurveda, due to their use of Indian ingredients and their association with an ancient Indian science.
Korean Skincare Products in India
Archana and KoreaProductPost discussed the growing popularity of Korean skincare products in metropolitan Indian cities like Mumbai and Delhi, driven by increased exposure through social media and travel. While the women’s market is currently larger, she believes there is potential for growth in the men’s skincare segment. Archana highlighted plans to expand distribution to tier 2 and tier 3 cities, which could potentially surpass metropolitan sales, aided by localized branding and marketing. She emphasized the importance of consumer education and proper communication to address confusion and encourage adoption of these products.
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