Benckiser launches international upscale fragrances in India

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BOMBAY -- German marketer Benckiser is extending its portfolio of skin care brands in India with the launch of a new international line of upscale fragrances for women.

The marketer has dipped into its New York-based Coty Inc.'s Coty Originals range to introduce five brands - Exclamation, Masumi, Vanilla Fields, Longing and Emeraude. Targeting women of all ages, the perfume talcs, perfume body sprays and cologne sprays will retail from $1 to $7.70.

Since its debut in 1995 with a New Delhi-based wholly-owned subsidiary, Benckiser has launched its Coty Vitacare and Jovan Musk brands into the Indian market whose potential has already attracted Revlon, Sweden's Oriflame International and Yardley of London, among others.

Valued at nearly $300m last year, the Indian cosmetics market is minuscule compared with its Southeast Asian neighbors, which is taken as a sign of promise by western marketers.

According to a survey last year, per capita consumption of cosmetics in South Korea was $36.65, in Taiwan it was $35.29, in Indonesia $11.54 and in India only $0.68.

Copyright July 1997, Crain Communications Inc.

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