Triumphing with bio-technology

Timeless Truth

Salon India speaks to Sandeep Goel, representing Kotemein International Biotechnology Co. Ltd. in India about the latest innovation in skin care and the brand's first steps into the Indian market

About the brand
Based in Taiwan, Kotemein International Biotechnology Co., Ltd., also known as T.T Mask is a manufacturer of various cosmetic masks. Using the expertise of various renowned cosmetic research institutes across the globe and cutting edge bio-technology, they are responsible for making more than twenty beauty care products such as facial masks, eye masks, neck masks, foot masks, cream, capsules and essence.

It has its own manufacturing facilities, and is ISO certified and the factory is also GMP standard. As one of the world's largest manufacturers of masks we sold an impressive 2 million masks in 2011. Two types of masks have been exhibited here in India, one is a textile mask, which is available in various formats like moisturisers, anti-ageing, whitening, nourishing and so on. The second product is a bio cellulose mask, made using the latest technology. This mask derives from organic material, cellulose.

Choosing cellulose
We chose cellulose because it closely resembles the skin. If the skin gets damaged or burnt it is the preferred material that is being used in skin repair in medical science. We have used the same material to make a mask for skin healing and rejuvenation. It is available in all forms whether you need a soothing mask or a moisturising, hydrating, anti ageing one etc.

Cellulose advantages
Since it exactly resembles the skin, it has a perfect bonding with the skin. Textile masks never perfectly bond. They only cover the area like having a wet cloth on your skin to provide moisture. Cellulose bonding with the skin provides the necessary moisture to revitalise the skin. Two, cellulose mask maintains its moisture and does not dry up to an hour of opening, so as a result the effect is much better. On the other hand, the textile masks start to dry up as soon as the packaging is opened. Also, it does not have allergens, as it is a natural bio-product and does not have chemical reactions that many people are susceptible to.
The biggest advantage is, textile masks have small threads/fibres that come in contact with the skin. The wrinkles of the skin are about 50 microns, in depth and width. A textile mask does not penetrate these wrinkles, because the minute fibres on its surface are bigger in diameter than the wrinkle size. It forms only a covering, rendering the affect of the mask minimal. In a cellulose mask, the fibres are so microscopic that they are half the size of the wrinkles, so as a result they can enter the wrinkles and the chemicals and moisture can spread out evenly over the skin and deep into it.

India presence
We are looking for some distributor, or partners possibly for the whole of India. Alternatively, we are looking for someone who can work on various regions. We have received some interesting propositions so hopefully it will work from here onward. At this stage we are aiming at working with spas and beauty salons.Unfortunately the market is fragmented and it is difficult to get in. Most salons are single person businesses, run and owned by an individual owning at most 1 or 2 salons. Rather than contacting individual salons or spas we are looking at some kind of a distribution set up who could have strong penetration in the market.

Brand positioning
I think the Indian cosmetic market predominantly has Indian brands. Although one can find some foreign brands who are manufacturing in Thailand, China or in India itself, the foreign presence is very small. There are hardly any foreign products. The reason is that the market in India remains very price conscious. People are not ready to pay the price for even original high end products. However, the type of products that we are selling are quite new to the Indian market. Most of the masks available in the market today are lower quality products from China. One of our missions is consumer education about how cheaper masks can have a long term bad effect on your skin. We have a good brand establishment and have a great sales history in other countries.

Tie ups
We are looking at the possibility of tie-ups with some salon or spa to make the brand widen options for small potential, but the partner should have a viable presence. And they should have an exposure.
We are also looking at the television markets, i.e sales through the television networks, which can give you exposure and a wide audience. We have already started to talk to some of the home shopping television networks. It will also help in a distinction facility network and brand establishment. We have had a great response in telemarketing in other countries like China and Taiwan.

The official entry into Indian market
We are more or less ready now. Since the product is to be imported, it needs to be registered in India. Registration takes about 1 or 2 months, and it a slightly expensive process. Based on shows and exhibitions and the response that we got, we are ready to immediately start the registration. Hopefully we should see the company. For now, we retail in India through our e-shop.

This article first appeared in Salon June Edition
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About Aparna Mudi

Aparna is a fashion graduate from NIFT, New Delhi. She has a passion for writing about everything under the sun, especially about fashion and lifestyle.

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