L’Oréal sells beauty products in smaller packets in India

L’Oréal is selling its beauty products in smaller packets for consumers from poorer backgrounds in India.

This move comes as the French beauty brand reportedly has not been able to wrest market share of more than 4% despite having been present in the country for two decades.

For years, the brand has been targeting affluent consumers.

Unilever PLC, and several other overseas brands launched their products in smaller packets in the 1990s.

Indians especially from poorer sections prefer to purchase shampoos, conditioners, in sachets as these cost lesser than standard-size products, reported The Wall Street Journal.

India is the second-most populous country in the world, yet has several hundreds of millions of people earning less than $2 a day.

Conventional small format shops continue to dot the retail landscape of India and these stores come with restricted space, implying that sachets are easier to display on storefronts.

L’Oréal’s Indian business head Jean-Christophe Letellier said that brands would find it difficult to exist if there is no a selection of small packets in the Indian market.

The cosmetics brand is targeting 150 million consumers in the Asian country by 2020, which is four times its present consumer count.