Dabur enters professional grooming products space

FMCG player Dabur has entered the professional grooming products market with its 'Fem' brand, eyeing a 10% share of the estimated Rs 1,000 crore market, in which leading brands like L'Oreal Professional and Schwarzkopf are present, in the next two years.

To begin with, the company has introduced a range of facial kits - Fem Gold Professional Facial Kit and Fem Queen's Pearl Professional Facial Kit -- which it will sell only through beauticians in parlours and salons.

As part of the plan, the company has created a salesforce of 200 people and is in process of placing the products in around 30,000 parlours across the country.

"We tested waters a few months back with a single product. This marks our first big foray into the professional grooming market with a slew of launches," Dabur Marketing Head (Skin Care) Sanjay Singhal told PTI.

Apart from the two products, the firm is also looking to expand the portfolio with plans to launch body bleach under Fem brand.

"We are looking to grab about 5-10% share of the professional grooming market in two years with these introductions," he said.

In the next stage, the company also plans to sell the products to consumers visiting the parlour. As part of its marketing activities, the new range will be endorsed by Bollywood actress Sonakshi Sinha, who is also the brand ambassador of all its Femcare range.

In 2008, Dabur had acquired Fem Care Pharma for around Rs 250 crore. Since then, the company has been revamping and expanding Fem Care range of products.