Lifestyle launches personal magnificence model IKSU; trade welcomes entry within the aggressive section

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Lifestyle International has entered into the wonder section with its first-ever magnificence model IKSU. The newly launched model affords magnificence merchandise at an inexpensive worth level. While this positively provides to the competitors, the trade feels the wonder section is on a progress path and extra manufacturers getting into the house will solely add to the alternatives that customers get at their disposal. “The Indian beauty market is growing rapidly with the emergence of new brands entering the market. There has never been a better time than this for bringing in newer brands for consumers. It is exciting to see new brands launching their own beauty range, thus giving more quality choices to the beauty lovers,” stated Sukhleen Aneja, CEO – Beauty & FMCG Brands, The Good Glamm Group.

IKSU will provide merchandise which can be vegan, cruelty-free, paraben-free, sulphate-free and free from formaldehyde. The model affords a spread of face merchandise together with foundations, concealers, blushes, and highlighters. The vary additionally contains eye merchandise like eyeliners and kohl pencils together with vibrant shades of lipsticks and a colourful palette of nail paints beginning at Rs 99.

Devarajan Iyer, Vice President – Marketing, Lifestyle International, stated that that is Lifestyle’s first-ever make-up model. “Consumers can expect quality as well as affordability from the IKSU range. With the launch of IKSU, Lifestyle continues to be a one-stop destination for everything from apparel to footwear, accessories, and beauty.” IKSU merchandise will probably be out there in Lifestyle shops and Lifestyle’s e-commerce web site.

Talking about Lifestyle’s foray within the section, Anuj Kejriwal, CEO & MD, ANAROCK Retail, stated, “Launching its own beauty brand makes sense – always keeping in mind that this is an incredibly competitive segment where both national and international players already have established market share. While Lifestyle definitely has an edge in terms of in-store sales capabilities, it will also need to go to considerable lengths to amplify this product line via e-commerce. Certainly, good quality, range and price competitiveness can be angles that Lifestyle will seek to leverage.”

Azaz Motiwala, Founder, IKON Marketing Consultants, agreed as he stated, “With the emergence of new-age players like Nykaa, Purplle, Sugar and Mamaearth, competition is intensified in the Indian market. However, there are still opportunities for new players like IKSU. The Indian beauty and personal care market is growing at 10% and is likely to reach US$ 30 bln by 2025.” He additionally stated that new gamers like IKSU ought to undertake an omnichannel technique to win the customers.

Part of Dubai primarily based retail and hospitality conglomerate – The Landmark Group, Lifestyle affords a number of classes together with males, ladies and children attire, footwear, purses, trend equipment and wonder.


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