Simple and gentle care for the Indian skin

By
Cosmedic India Network
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UK-based premium skin care brand, Simple has been introduced in India by the online cosmetics and personal care retailer Nykaa. Explore the product and marketing strategy in this report

Source: Simpleskincare.com/in

Online shopping as a trend is seeing a steady growth and so is the rise in cosmetic consumers in India. Catering to both these needs is Nykaa, an e-commerce platform speciaising in selling beauty products. Launched by Falguni Nayar in the year 2012, Nykaa is one of the leading brands in India’s e-commerce space and identifying this potential, Unilever’s UK based skincare brand Simple entered the Indian market with Nykaa.

Simple’s products are used to tackle skin-related problems that arise due to skin’s exposure to heat, dust, pollutants and other side-effects of an urban lifestyle.

Introducing a line-up of face-washes, cleaning wipes, make-up removers and face-mask sheets, Simple’s products are claimed to be helping consumers protect their skin through an all-natural process. 

Paving the way to natural skin-care

Taking in the concept of safe and natural skincare, Simple make various types of beauty products that are claimed to be kind on the skin and resolve the user’s skin issues. Its array of face-washes, moisturisers, make-up removers and wipes are said to be made of naturally available elements. Using components that retain the skin’s actual look and feel, Simple claims to be staying away from additives that cause irritations and gives the skin the right protection it needs. It is known to trash-out all kinds of artificial ingredients like pigment, scent, detergent and elements that involve using animal products.

According to Simple,  it has brought its new method of facial skincare to the Indian market. Carrying on its 60-years heritage of being an institution that deeply cares about skincare the company claims that it leaves out as many unnatural elements from its products as much as it uses natural elements in them. Skin problems can be genetic or caused due to exterior strains such as pollution, routine, etc. Hence, the company says that it wants to bring to the Indian consumer an easy and simple solution for skin care.

Making the most of e-commerce

Simple’s launch in the Indian market included conferences with the Nykaa and Simple teams, a unique social media engagement activity through an ‘Insta factory’ photo shoot and presentations to introduce the brand’s beliefs. The Nykaa team was also treated with a trial of the products like facewashes, face creams, make-up wipes, wet tissues, etc. that have been launched in India. 

Products that are truly Simple

Post their launch in India, Simple’s products were reviewed by a bevy of digital and social media bloggers, with most of them highlighting their properties of being natural, colour-free, scent-free and hassle-free to use. For instance, its make-up removing wipes are said to remove make-up without much effort. Some have described its moisturising creams and lotions to be light on skin leaving a relaxed effect on skin that is sun-burnt and tired. All in all, it is claimed to be a solution for sensitive skin and suitable for the Indian skin types.

The pricing of the products range from INR 299 to INR 400. The initial list of products launched in India include Simple’s Micellar Cleaning Water and Hydrating Light Moisturiser.

The Simple Story

Simple Health and Beauty is a skin care company originally from the UK, established in the year 1960. It became popular due to its emphasis on promoting an evolved method of skincare that treated skin gently and did not leave harsh scars behind. Since its inception, Simple claims to have never used artificial colours, scents or soaps. In the year 2009, the USA based Alberto Culver Company acquired Simple Health & Beauty shelling out 240 million pounds ($390 million). Within a year thereon, Unilever acquired Alberto Culver Company for US$3.7 billion in cash. Later, Unilever made Simple as its subsidiary, thus retaining its brand identity untouched.

Today, this skin-care brand from the UK is available in several countries across the world. The brand’s philosophy of a gentler approach towards skin-care remains the same since the beginning. Company claims that it adheres to stringent processes while selecting materials for making its products and if any component fails to meet even the slightest of the predefined criteria, it is discarded. Simple adds that its products are unadulterated, gentle and all-natural and will continue with the process in a bid to offer the best to the customers.

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