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Renee: Spreading wings with women cosmetics business

Renee Cosmetics, the beauty products brand has hundred distributors with a well-connected network of retailers across the country

Renee: Spreading wings with women cosmetics business
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Renee: Spreading wings with women cosmetics business

Beauty brand Renee Cosmetics is leading the way successfully in offline expansion and this time in Hyderabad. It is an FDA-approved cruelty-free brand with an extensive catalogue of more than thirty products across eye makeup, lip colour, highlighters, and skin serums. After a recent line of Indian skin-specific base products, the brand aims to expand into skincare further." Priyank Shah, Founder of Renee Cosmetics tells Bizz Buzz in detail about his journey as an entrepreneur and his future plans to reach more areas across the country soon.

Excerpts from the interview.

Could you tell us about your journey as an entrepreneur?

I have always wanted to be a businessman, ever since I came to know about the term! Right from college days I've always been inclined to support new ventures and raise them to their highest potential. My interest in beauty & lifestyle category goes beyond digital. After spreading Beardo across over 10000 salons and launching 50 products both online and offline market and bringing forth several other brands atop, I believe my undying zeal of taking brands beyond their benchmarks is what drives me and keeps the business going.

Can you speak about your start-up?

After capturing the male grooming sector with the brand Beardo, we wanted to enter and experience a new category altogether and cater to the women of India, competing in a saturated market that was dying for innovation.

We are currently a team of hundred on roll and over four hundred employees pan India, and several other partners who help us across different processes of the company: from manufacturing to marketing. We have carefully chosen the people who work on the brand- not just based on skill set, but also on the basis of shared ideologies. We started Renee in mid 2020 and in less than 2 years, it has become the fastest growing makeup brand of India and there's no looking back from here.

What are your plans for expansion in the future?

With the upcoming year we aim to disrupt women's makeup industry with innovative and unique products along with being affordable. Keeping innovation as our core we aim to come up with products that help modern women of India to express themselves with lot of confidence and elegance. We also aim to go out all guns blazing with our offline channel by opening 1,000 stores across India by the end of the next quarter.

What kind of strategies are you using for marketing your product?

We always opt for holistic strategies for marketing our products. First comes the visibility of our store which is of prime importance, second step is to create hype about a particular product by creating dummies to attract the target consumers or by catching the rippling effect of using celebrities to promote the product. We also market products with prime activities, GWPs, makeup workshops and sessions and even seasonal product launches. Every product has a different strategy and it solely depends on the roadmap defined by our marketing research and strategy department.

To which major beauty salons are you supplying your products?

At the moment, we do not supply our products to salons however, we supply our products to renowned and top-rated stores in the country. To be precise, we cater to stores which have an average footfall of 1,000-1,200 per day.

How do you suggest products to your customer?

We harness the ripple effects of celebs as the face of our product from our digital campaigns, that usually does the trick and creates a good recall value for the brand as well as the product. We also have a dedicated beauty advisor at every store which interacts with the customer one on one and thus provides a real-time touch and feel makeup experience.

Why did you choose Jubilee Hills to open up your store?

It is a well-known fashion hub which is regularly visited by the right mix of influential crowds which aligns with our target customer base and therefore it is the right place for us to open up our store and reach our customers first-hand.

Could you explain about your supply chain network?

We have about hundred distributors which have a well-connected network of retailers all across the country. We usually operate through this channel and we're sticking to this for now as it has worked for us.

We have heard that you are planning to open up thousand stores throughout the country, could you tell us about your business plans?

Yes, we aim to open thousand shop-in-shop stores throughout the country and also open store-in-stores at leading places or malls or stores like Shoppers stop, New-U and more.

What products do you offer in line with international stores?

We have disrupted the makeup Industry in India with innovative products like Fab 5 in 1 Lipstick, Fab Face 3 in 1 Makeup Stick and Madness pH Stick and Face Gloss. We're the first brand to launch such unique, easy-to-use, easy-to-carry and value-for-money products with professional touch and concise packaging.

If a person is looking to venture into cosmetics business, how do you suggest they proceed with it?

I'd only say that apart from having an out-of-the-box thinking and understanding a customer's perspective, it also takes a high risk-taking ability to proceed with any venture.

Chitra Saikumar
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