Naturtint

NATURTINT | INDIA MARKET ENTRY, LAUNCH & BRAND BUILDING

We worked with Naturtint promoters in india and its Spanish principals to build the brand’s India entry from the ground up. Naturtint, a Spanish hair-colour brand from Laboratorios Phergal, is positioned around permanent, ammonia-free hair colour with biobased and botanical ingredients, bringing together colour, hair care and a more conscious approach to hair colouring. 

Our engagement began with extensive India market research, including consumer and competitor mapping, category analysis, customer profiling, Amazon and e-commerce market assessment and the development of a three-year India marketing and growth projection in consultation with the brand’s international principals. The objective was to understand how an established European hair-colour brand could enter India with the right consumer proposition, category positioning, distribution strategy and communication architecture.

We then took the strategy into execution, supporting the India launch at Cosmoprof Mumbai in December 2023. The launch brought together the Naturtint and Phergal teams from Spain, IOSPL’s India team and industry stakeholders. In collaboration with celebrity hairstylist Vikas Marwah, we created a complete fashion and hair-colour showcase featuring the Naturtint colour range, turning the trade-show launch into a high-visibility brand experience. Phergal’s own account of the event identifies the Cosmoprof launch and Vikas Marwah’s fashion show as key elements of the India introduction. 

Beyond the launch, Brandossier worked across the brand’s PR, influencer marketing, content creation, modelling and film shoots, industry engagement and digital communication, building awareness around Naturtint’s proposition and educating the market on its approach to hair colouring. The launch was also supported by extensive media and creator outreach, helping introduce the brand to Indian beauty, haircare and professional audiences. Naturtint’s India entry was publicly announced by Phergal as a collaboration with Infinite Online Shopping, with Himadri listed among the India team involved in the launch. 

The result was not simply a product launch. It was the development of an India market-entry framework covering research, positioning, launch, PR, creator marketing, content and long-term brand building, translating Naturtint’s international brand equity into a strategy designed for the Indian beauty and hair-colour market.