FACES enters skincare realm
Launching Urban Balance, FACES Canada makes its debut in the skincare market.
— By Ritoo Jhha
Anti-pollution ingredients are not just a fashion trend but are likely here to stay. In fact, pollution protection is becoming as essential as UV protection, especially in highly polluted mega cities,” Lydia Gordon of Euromonitor had stated. Stepping into the anti-pollution skincare fray is the Indian brand FACES Canada.
FACES CANADA, having established itself as a brand to reckon with in the colour cosmetic category, has lately revamped and relaunched its brand strategy with some serious re-positioning. Starting with appointing Sharmili Rajput, an experienced industry veteran as the CEO, re-branding and launching a TVC with Bollywood actress Kriti Sanon as brand ambassador for the first time ever, the brand has been reinventing itself.
FACES also made its skincare debut with the launch of a comprehensive line of skincare products making clear its intention to traverse the entire landscape of beauty offerings for its target group. ‘Urban Balance’ is the new skincare line from FACES with a mid-segment positioning in a range of `800 to `1200. The range includes face wash, day cream, serum, face oil, night cream and peel off mask.
Says Rajput “We had a loyal customer base to expand and grow, and we realised that besides colour cosmetics, the next logical step would be skincare. We have launched a set of eight very strongly positioned anti-pollution products, since studies have clearly shown that pollution is one of the top causes leading to premature ageing.”
The brand specifically emphasises on drawing from the Indian heritage and Ayurvedic antecedents. “Our products 
have powerful Indian ingredients tried and tested in Ayurveda, to remove the signs of ageing and give a boost to the skin, such as moringa oil, aswagandha, jojoba, turmeric, or aloe vera,” she explains further.
With a TG of 25 plus and aiming at being present at all 1300 POS (the current footprint of FACES Colour Cosmetics) across more than 100 cities, with premium packaging, the brand looks set to pose a serious challenge with a competitive positioning and aggressive marketing outlook.
Sharmili Rajput, (CEO, FACES CANADA )