December 3, 2022
  • December 3, 2022

Sunita Ramnathkar shares her guide to beauty innovation

By on May 26, 2022 0

India, May 26, 2022: MITCHELL USA has been at the forefront of beauty and skincare research and innovation since 1954. The extraordinary journey began with the Scottish Highlands ‘MITCHELL’ clan, who has long been considered skin care gurus. Here we understand the journey of Sunita Ramnathkar, co-owner of MITCHELL USA in establishing the brand in India, the challenges and the way forward for the brand.

How did Sunita Ramnathkar start the MITCHELL USA journey?

Sunita was a chemistry student who wanted to use her knowledge to create a skincare product that would help women gain confidence. Thus, she created Fem bleach in 1981. Dabur acquired Fem in 2008, and Sunita was approached in 2009 by MITCHELL USA. This American skin care company specializes in manufacturing skin care products for women. Sunita was convinced by their ideas and products, which prompted her to become a co-owner of the company. Initially, she was solely responsible for helping MITCHELL USA manufacture their products for worldwide distribution. In 2017, she launched MITCHELL USA, an anti-aging regimen based on sacred lotus seed extracts, on the Indian market.

How does the experience of taking the WEF to new heights help MITCHELL USA?

Sunita knew what MITCHELL USA could create for Indian skin types based on its expertise in the Indian beauty market and product testing on Indian skin. As a result, she re-entered the Indian beauty market in 2017 with the MITCHELL USA Anti-Aging Regimen.

What hurdles were overcome when introducing MITCHELL USA to India?

Sunita’s biggest hurdle was creating products for Indian skin types, which have unique skin idiosyncrasies. The other obstacle was the relocation of part of the production from Beirut to India around 2009, which resulted in a 40% reduction in production costs. Overcoming short-term financial challenges, the brand first invested in the Indian market. Also, when MITCHELL USA joined the Indian market, GST had just been implemented, which caused the market to be closed. Other hurdles the brand faced were exchange rate volatility. Moreover, transfer research and development as well as production to their Indian factory. It therefore took time for MITCHELL USA to establish itself in the country.

Where can we see MITCHELL USA in the next five years?

MITCHELL USA offers a wide selection of anti-aging regimens, but the company hopes to launch a regimen based on needs, such as skin lightening and correction of skin flaws. The brand intends to increase omnichannel sales through salons, dermatologists, and affiliate marketing. Dermatologists are currently prescribing the Ageless range to their patients, thanks to which we are extending the ageless range to a derma range. Investors are interested in providing capital to help them grow soon.

What is the USP of the MITCHELL USA brand?

MITCHELL USA is probably India’s only anti-aging regimen. The diet is suitable for all skin types. All products have been dermatologically assessed for Indian skin and are manufactured to GMP standards. MITCHELL’s Age-Less products are distinguished by the presence of the Lotus Bio-Repair MT complex, an extract of our sacred lotus seed. It is meticulously extracted to retain all of the peptides, antioxidants, amino acids, and biochemicals that help reduce inflammation. Additionally, MITCHELL USA ‘Professional’ introduces Advanced Radiance Treatment to help salon professionals grow their business by addressing the unique skincare concerns and requirements of Indian women. The treatment is a five step radiant innovation product that will reduce dullness, blemishes, pigmentation, suntan and uneven skin.

How does MITCHELL USA cater to Indian skin?

The team urges every Indian woman to feel good about herself. As a result, the team at MITCHELL USA works with dedication to select products specifically suited to Indian skin. The brand has created dermatologically validated formulas for Indian skin, supported by the exceptional competence of American laboratories.

Can customers expect new brand extensions and innovations anytime soon?

The brand intends to release its new innovation through its anti-aging shampoo kit + pre-shampoo mask, an anti-aging acne kit, and a Peptide + HA serum kit with 80% Vit C powder. MITCHELL USA will mainly target young people. generation, which is increasingly aware of and interested in anti-aging diets. The brand focuses on items that allow customers to experience the best in skincare. The brand also plans to offer a new line of products, details of which will be shared soon.

MITCHELL USA as a brand has been accepted by people of different ages, teaching them the benefits of anti-aging diets and how they can enhance natural beauty. They saw a gap in the Indian market and used this knowledge to produce their best-selling innovation. They are not only safe but also cruelty-free. Each face has its unique charm, and MITCHELL USA has made it possible to delicately build the face with its wide range of anti-aging products. MITCHELL USA not only promotes female empowerment, but also glorifies women.

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