Auvela unveils its anti-ageing skincare range in India

December 24, 2018

With younger looking skin becoming a rage, Auvela taps the Indian market to further its global market reach

India is one of the countries with the majority of its population in its prime years. But the trend to look young is as vibrant here as it is elsewhere around the globe. The lifestyle changes, urbanisation, and higher stress levels are bringing the onset of ageing lines and folds as early as the thirties and forties. Such factors coupled with the ‘wellness’ positioning have positively pivoted the growth story of the anti-ageing skincare segment in India. Auvela, whose product line boasts of all-natural anti-ageing offerings, has sensed the opportunity and launched its new anti-ageing skincare product range in India.

An undying youth promise

Auvela claims that its product will nurture the skin, lending it a youthful glow. Its products are a combination of botanicals, anti-oxidants and vitamins, which, the company claims, will visibly enhance and restore the health and charm of all skin kinds.

The brand asserts that their high point is the use of natural ingredients in all their beauty products. Auvela uses a tested blend of natural components like Shea Butter, Vitamin E, Evening Primrose Oil, Grape Fruit Extract and Arbutin to rejuvenate the skin. It is the company’s quest to bring professional skin care to women and even men of all ages, at an affordable pricing.

Its product-portfolio includes limited offerings. The company claims that it has kept its product line simple to help consumers easily pick a product as per their needs. The following Auvela moisturising creams and serums will be available in India.

Auvela Anti-Wrinkle Complex, a serum that helps in reducing fine lines and wrinkles
Auvela Anti-Ageing Moisturising Cream, to hydrate dry skin making it supple and smooth
Auvela Advanced Eye Treatment, that aids with puffiness and dark circles
Auvela Youth Renew Phytoceramides Capsules, that works to better skin tone and texture

The brand which has built its popularity by appearing in various magazine and websites like Cosmopolitan, Dr. Oz and Women’s Health, is presently being retailed through the company’s official website in India.

The India Perspective

India has been witnessing exponential growth in the cosmetics market, over the last few years. Improving lifespan, increasing awareness about personal grooming and development of distribution channels have opened up growth opportunities in the Indian skin care market. The “India Facial Creams & Gels Market Outlook, 2023” reported that the Indian market for the segment was to grow at an average of 15 per cent during the period, 2011 to 2017 and cross ₹7,000 crore mark in the financial year ending 2017-18.

Further, the domestic market for anti-ageing and fairness creams together made up ₹5000 crores in 2016-17. With the focus shifting on looking youthful, the anti-ageing cream segment was expected to grow at an average of 20 per cent in the subsequent year, while the fairness cream market would decline, as per the study, owing to the changing perception of beauty.

Such strong year-on-year growth of the Indian beauty market has been corroborated by Euromonitor International’s Beauty and Personal Care 2018 report as well. As per the insights released by the report, India will surpass United Kingdom (UK), Germany and France to become the fifth largest beauty market worldwide by 2022. As per the study, the growth trajectory for skin care lies in the mass segment and has been further boosted by the GST tax reforms introduced. Another report by Euromonitor International on Skin Care in India revealed that facial care was dominating skin care in India and the trend would continue. Bespoke skin care products were gaining popularity among the educated and well-informed consumer base and would drive sales.

What Auvela can look forward to in India

As it appears, Auvela may have made the right move by stepping into India, with strong growth projected in the skin care segment. Its natural ingredients pitch too augurs well as a positioning strategy, with the Global Anti-ageing Products Market 2015-2019 research reporting natural and organic ingredients being the current wave. However, Auvela will have to fight with the likes of Hindustan Unilever and L’Oreal who are the leaders in the domestic Indian market. Having a major chunk of the Indian skin care pie, owing to their solid product portfolio, extensive marketing campaigns, these biggies have an established brand presence in India.

Source:
https://westherald.com/auvela-launches-in-india/4415/

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