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epages News [Beauty Parlours, October 2003] Maxcare International launches colour cosmetics in IndiaOct 28, 2003: New Delhi: Maxcare International, the $180 million colour cosmetic major in Europe and Middle-East is coming to India. It has tied-up with the Chennai based GR Fragrances India (P) Ltd as sole distributor in India. "We have exclusive distribution and marketing rights for one of Maxcare's cosmetic brands, Diana of London," said Abdul Rahim, MD, GR Fragrances. Maxcare International has four other brands in its portfolio, which includes Grosly Paris, Maxcare Paris and Miss Claire. The USP of the product range of Diana of London will be its pricing. The range will be available in the range of Rs 90 to Rs 300 considerably low in comparison to the prevailing market price of colour cosmetics from other manufacturers.
For distribution the company is under talks with retail chains like Lifestyle and Shopper's Stop. In Delhi the products from Diana of London will be available in stores like Big Jos. Initial burst of advertising will be in print media only. "We have already booked 20 insertions with Femina and we will be advertising in magazines like Femina and Cosmopolitan," said Abdul Rahim, MD, GR Fragrances. The company is also in talks with some leading models for product endorsements that will happen in 2004.
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