SKINN, a range of fine fragrances from the house of Titan presents Escapade a refreshing new range of perfumes for men. The collection is crafted by the finest master perfumers from France and brings together various elements of nature in a bottle of perfume. SKINN Escapade as the name suggests is all about the joy of exploring the unknown and it represents the attitude of a carefree wanderer.
SKINN Escapade is inspired by the Men for whom life is nothing but sum total of varied experiences & each time he comes closer to the nature he comes closer to himself. With the rich and distinct fragrances, Escapade invigorates a tantalising feeling & creates a world away in the wild. SKINN Escapade Collection is a combination of distinct olf active spaces and unique fragrances, evoking a sense of aromatic adventure.
Kanwalpreet Walia, Marketing Head, Accessories Division, Titan, speaks to us on the fragrance segment in India, the journey of Titan SKINN and much more…..
What made Titan enter the fragrance segment, and it is now 7 yrs how has the journey been?
Even though India has a long tradition of perfuming, with our usage of flowers, hair oils, sandalwood, perfumed soaps and talcs etc., perfumes itself is an extremely under penetrated category in India. Our estimate is that less than one in six urban consumers use perfumes. Even within this set of consumers, usage is very low – perfumes are typically “reserved” only for special occasions.
We feel that the Indian consumer has been under-served in the fragrances category. SKINN Fine Fragrances have been created for the Indian consumers to re-discover the joy of perfuming. Brand is re-defining the category by offering superior fragrances to Indian consumers at affordable prices. Our products are truly world-class, as each of them have been crafted by internationally acclaimed master perfumers especially for India.
Past 7 years have been exciting for us; SKINN has become the No 1 selling perfume in all key department stores. This is an important milestone – as it reflects the true quality and appeal of our products.
We today have a portfolio of 16 specially curated variants across the olfactive spectrum of Fresh, Woody, Aqua, Floral, Fougere, Oriental fragrances- with various sizes and gifting options catering the needs of consumers.
To promote fragrance layering and for an enhanced consumer experience – we also launched premium deodorants of some of our most loved fragrances.
Our wide offering of evolved, sophisticated fragrances at accessible price points has worked very well with the consumers and that has helped the brand grow year-on-year.
India has a history of fragrance, starting with Ittar etc., but have we progressed to the next segment of appreciating fine fragrances?
Fragrances have played a very big role in India, as we have a rich culture of variety of fragrances for different occasions and needs. However, as a lifestyle product the relevance of fine fragrance is still low.With increasing fashion and grooming consciousness, changing lifestyles – consumer tastes have also changed rapidly, they have become receptive to fine fragrances as a fashion accessory.
They appreciate the quality difference that a fine fragrance brand offers. We have got good response for our product lines and that keeps us motivated to bring superior fragrances to consumers.
We see a plethora of internal brands, yes they are expensive but have the Indian home grown brands catered to the segment which is looking for a slightly inexpensive brand?
Fragrance category is polarised between 2 extremes. At one end, there are deodorants but the quality and experience is un-evolved and the opposite end is expensive products.
SKINN has been always offering top-notch fragrances at an affordable price point. Our products are crafted by International experts, tailored for Indian climatic conditions.
These fragrances have been developed with a rich blend of exotic ingredients.
Our new collection SKINN Escapade is also getting positive feedback from the consumers for the distinctive offerings
Titan Skinn TG?
SKINN Consumers vary across age and town class. Brand’s attempt is to reach maximum consumers who would appreciate great perfumes for themselves and gifting!
Overall what is the reach of the Perfume category in India?
Perfumes is an under penetrated category in India. With rising aspirations and evolving lifestyle preferences, consumers will continue to upgrade from deodorizing solutions to finer fragrances.
Can you take us through this collection, SKINN Escapade?
SKINN Escapade as the name suggests is all about the joy of exploring the unknown and it represents the attitude of a carefree wanderer. The fragrances of three variants of Escapade are inspired by the men for whom life is nothing but sum total of varied experiences & each time he comes closer to the nature he comes closer to himself.
SKINN Escapade has 3 distinct variants – Country Road, Forest Rouge and Mediterranean Grove. Country Road induces sparkling notes of citrus, with hint of lavender and musk that lingers and inspires to tread the unpaved paths. Forest Rouge derives its intense character from the blend of Sandalwood, which denotes the dark and dusty trails of an adventure. Mediterranean Grove has zesty lemon hues and has the charm of unravelling the realm of unknown and its mysteries.
The collection is crafted by the finest master perfumers from France and brings together various elements of nature in a bottle of perfume. With the rich and distinct fragrances Escapade invigorates a tantalising feeling & creates a world away in the wild. We hope this refreshing take on fragrances will provide a captivating experience to our consumers.
Insights of fragrances and why French fragrances?
Titan Company has always believed in bringing best crafted products for their customers and when SKINN was launched – the idea was to bring international French perfumery expertise for the Indian consumers. Brand worked with leading perfumers in the world and crafted a range of fragrances for the Indian needs.
Post COVID with the new normal and WFH the mandate how is the Perfume industry cater to this consumer segment?
COVID has altered the world, businesses and consumer behaviour – we believe that fragrances will remain in consumer’s life, as they have a mood enhancing effect on the user. Researches are indicating that in a sombre mind space – fragrances reinforce positive emotions, signal safety and serenity – almost acting as a personal shield.As situation normalises gradually, consumers will look for better fragrance solutions