Skincare is one of the fastest growing categories in India. The segment has been witnessing steady growth. It stood at $1.6 billion in 2017 and is projected to grow by 9% and reach $2.7 billion by 2023. The competitive landscape is largely dominated by foreign multinational players such as Johnson & Johnson’s Clean & Clear and emerging yet powerful domestic players like Himalaya, Patanjali and Biotique that offer natural skincare solutions.
Everyuth Naturals, a small regional niche player and a brand traditionally known for its single product offerings like walnut scrub, orange peel-off mask and single facewash, was rapidly losing market share and relevance with young consumers in this innovation-driven category.
Our challenge was: How do we grow the brand and compete in a cluttered category with players occupying well positioned spaces?