ITC to launch skincare range through Charmis

By

Isabelle Crossley

Published
Nov 3, 2017

One of India’s largest consumer goods companies, ITC Limited, is rolling out a skincare line for Charmis, a brand the business acquired from Colgate-Palmolive in June.

ITC has announced that Charmis will be launching a new skincare line next year that will seek to compete with other beauty brands in the mass segment of the market such as Pond’s and Nivea.

“There are very few brands that have face equity, and women are particularly sensitive to what they apply on their face,” said Sameer Satpathy, the Business Chief Executive of ITC’s Personal Care Products section. “Charmis has face equity since it has a lot of nascent goodwill. We will make the brand contemporary and eventually extend it into several categories positioned in the mass segment.”

ITC announced that they will not be rolling out any new products through the brand until next year and have also refrained from specifying exactly what kind of products they will launch. It is expected that Charmis will launch face creams such as moisturising and anti-aging formulas and perhaps skin lightening creams and facewashes. Although no new product lines have been launched as yet, ITC has re-launched Charmis’ “winter cream” for the holiday season.