ARTDECO set to introduce full portfolio in India; starts with BeYu relaunch

ARTDECO group, a €170-million German company in the business of cosmetics, is set to make inroads into the Indian market, which it finds to have matured ever since it marked the exit of one of its brands BeYu in 2012. This year will see the relaunch of BeYu alongside the launch of ANNY, which will be followed by other brands of the company including Artdeco, Makeup Factory, MaluWilz and Missllyn.

BeYu Managing Partner Sascha Reinhard said, “The cosmetics market in India has matured over the years. With higher disposable income and an increase in the number of working women and a change in the retail structure here, the country now seems ready for our brands. The company plans to introduce all its brands in India in the next two to three years. “As the company is in a rapid expansion phase currently, in the mid-term future which is about five years, we expect the market in India to grow to be even bigger than China, which is a major export market for us,” he said.

While the company plans to set up 20 BeYu outlets across the country this year, it has already partnered with 150 retailers and intends to have 300 touch points by the end of the year. Three of the company’s branded stores will find their homes in Bengaluru by the fourth quarter of this year, he said.

About 230 BeYu products are set to hit the market here. “BeYu has a wide range of products, and we believe it will be the growth-driving brand for us. In India, cosmetics in the lips category get the highest traction, and so we are focused on it,” Reinhard said.

“However, products in face and eyes categories behold higher loyalty, because of which we want to push these products as well, although the eyes category happens to have our strongest portfolio, globally,” he added.