Gurgaon, May 22 (IANS): South Korean brand Innisfree opened its trove of beauty secrets embedded with nature's benefits for the Indian market by opening its second outlet here on Friday, a step towards further expansion in the country.
The store at DLF Galleria market here comes after the brand's entry into the Indian market via an outlet in the capital's upscale Khan Market.
The outlet houses an array of beauty products ranging from skin care and beauty to natural looking lip tints, that have been carefully infused with the pure natural goodness of South Korea's Jeju Island -- a volcanic island that stores secrets of getting flawless skin in its wilderness.
With the second outlet, the brand has also tweaked its products to suit Indian skin, weather conditions as well as market.
Doyoul Lee, brand's managing director, says India was always on their mind.
"Though we launched the brand in India in 2013, but before that as well, we researched about Indian customers and their needs. And since then we have tried to develop, if not many, but few products for Indian customers," Lee told IANS.
The brand, under AmorePacific Group, is now planning to spread its wings in India and establish its retail presence.
"In 2016, we plan to expand in the metropolitan cities and start the journey of taking Innisfree national. This opening of our second store in Gurgaon, marks the beginning of this exciting journey for us," Lee said in a statement.
Known for its green tea product line, the brand has segmented the line into three categories -- balancing, moisturising and fresh. All the products under the line are made from organic green tea leaves.
Other interesting introductions are a new body range, cushion foundation, squeeze masks, specific hand creams and new lip shades in muted hues.
The brand has created an impact in the cosmetics market by bringing out products made with natural ingredients found on the island like volcanic ash, daphne, wine, green tea and cherry flower.
The pricing of the brand has also been kept very moderate with the highest price ranging around Rs. 4,000.
“We have kept the prices of all the products keeping Indian market in mind. We want to build a relationship with our customers and promote loyalty factor instead of being a one time thing,” Mini Sood Banerjee, brand manager, told IANS.