Tuesday, December 09, 2014

SKINN : Every Day French Perfumes

Brand : SKINN
Company : Titan Company

Brand Analysis : # 552

Titan Company has forayed into the Rs 2000 crore Indian perfume market with the brand SKINN. This is the first launch from Titan after the company has rebranded itself as  Titan Company. 

The launch of SKINN is a smart move because in my personal opinion, Indian perfume market is at a nascent stage with very little penetration.Business Line puts the penetration at 4%.
SKINN as a brand is launched with an endorsement from Titan. It was wise for Titan not to launch this brand as a sub-brand like Titan SKINN, rather SKINN is launched as an independent brand from the launch itself.

The perfumes are created in India but bottled and imported from France. The brand is positioned as  a " French Perfume".

According to reports, the company did ethnographic studies to understand the preference of Indian consumers towards this product category. French perfume houses Olivier Pescheux of Givaudan developed the men's range and Luc Berriet developed women's range. ( source)

The brand is running their launch campaign. The launch TVC however falls into the " Seduction" genre - which in a way is sad. I expected something different from Titan. Rather than seduction, the brand calls it Passion Ignited. SKINN has the tagline  " Everyday French Perfume for him/her" which is rather an  unimaginative tagline.

Watch  the ad here : launch ad of SKINN

The brands are priced in the range Rs 990  for 50 ml and Rs 1790 for 100 ml which makes it pretty expensive for an average Indian consumer. The brand is said to be targeting the young of the 23-27 age group. 
While there is a definite potential for a brand in the Indian perfume space , I wonder whether the brand has priced itself out of the market. Rs 1800 for a 100 ml makes this brand out of reach for many . At the same time, the brand does not have the equity to compete with the established imported brands. By pricing it aggressively, SKINN has lost an opportunity to be a Masstige brand which could deliver decent volumes. At the same time the premium positioning is not reflected in the launch TVC which somehow pegs the brand in the league of the Seductive Deo brands. So IMHO, it is an opportunity lost for SKINN to capture a fair-share of the growing market.