 Welcome back to this edition of our show from Logo to Impact. Now when we talk about the cosmetics industry, it is indeed a buzz in India. You're seeing more and more brands, both from the domestic landscape and foreign brands making that foray into the Indian market. The scope is enormous. We're seeing Inglot as well, which has taken some giant strides across the world. Opening up in 80 countries really and I've just been told that one and a half stores grow every week as far as Inglot is concerned. This is a Polish brand. It came up 30 years ago and Dr. Inglot himself is here with us to tell us more about the strategy that you adopted. Now I know that as far as your marketing initiative goes, very recently, Women's Day, 8th March, you had this Guinness Book event where more than 1,300 ladies they took part in this initiative where it was all about painting nails and that's the maximum number of ladies who've gotten together at one place to get their nails painted. So you've achieved something but tell us what was the thought over here to drive this marketing initiative. What do you think you've achieved by doing it? Well, I think there is a kind of new start in India. We have a fantastic partner here and after testing market we decided, we together decided to make a next step. Actually we have 14 stores in India and in the nearest future will be opened in the next one in the Mall of India, the largest, as far as I know, largest mall in the whole country. Yes, in Delhi. And the plans for next few years until 2020 is to have around 100 stores, 100 spots. Right. So I think that this new start and we did it together in the very special day, Ladies' Day. So exact number is 1,328. Correct. And that's been okayed by the Guinness people as well. So congratulations on that. But what do you think a marketing initiative by a brand like yours can achieve through something that you've done like this? Because I know that you, I mean just to put it in context and viewers need to know this as well that you haven't gone all out advertising. Most of your work in the marketing side of things is word of mouth and this is, you know, slightly different. Slightly different. You're right. First of all, we have to know that England is outside of Poland only 10 years. This year is exactly 10th anniversary. So we are relatively pretty young company if we compare our company to big players on the market. So you must know that the standard advertisement on airports, newspaper is pretty expensive. So last years gave smaller companies great opportunities to go through all those motor channels like Facebook, Instagram. Yes. Small cost effective to go to the social media. Absolutely. You can do it from even small city and you can within seconds to be. Yes. In other part of the world. And so you've gone big over there. Yes, yes. This is fantastic opportunity for us. Moreover, in our case, we do participate in largest trade shows for makeup artists starting from east of Australia through Europe and then west of US. Right. And it is also fantastic opportunity. So what is the profile of your clientele Dr. Englott? It would be interesting to understand and is this the same because you work in so many different geographies. How different is your clientele say in India compared to the many other countries that you present in? Well, it is not very different. We are well prepared. As we sell our products, let's say, northern countries like Norway, Sweden or Finland as well as Nigeria. So we are relatively well prepared for India, which has also different climate, different skin tones starting from south to north or east to west. Absolutely. In my opinion, we have one of the largest selection of colors. So in each product, we offer around three, four hundred different colors. So it's very easy to select proper collection for a particular market or sometimes for a particular part of the country. So the idea is to have a large portfolio of offerings and that's something that you've stuck to. I also want to understand how this market in India is different by way of what it's looking for from a cosmetics brand. First of all, I have to tell you that we have some daughter companies. This is case of Australia, UK, US and among all those 80 countries where we are present in the moment, 10 countries are operated by our companies and remaining operated by franchising partners. And this model seems to work quite nice. Preferable, we select premium models for sure. That's the key. For countries like India or some other countries located in very hot climate, it's essential to be in well air-conditioned places. There is one technical aspect, the temperature. To store cosmetics, the temperature should be below 30 degrees. So that's the key point. But also Dr. Inglot, let's just take two steps back because here's a brand that grew very rapidly. It came out of Poland. Now, this is a country where you haven't seen that much of entrepreneurship that goes out to the world. You started out very differently because from what I understand it was chemicals that were cleaning cassettes as a company. That's what you were doing. And vinyl records as well. There you go. And to start the liquids for vinyl. Exactly. And then there were these eyeshadows that were cheap and they were easily available in supermarkets in Poland. So it came away from a very small space to kind of think that big, to take the brand across Polish borders and into the world at large and being present now in 80 countries, that has to be a huge leap of faith. Well, in this moment I need to point out some ideas of my brother. So maybe 25 years ago he decided not to compete with cheap brands. So he decided to use only the best chemical compounds available on the market. And I think it was very good move. I'm sure it was very good move. So short after that the ladies noticed that the products are high quality. Right. And it was relatively easy to convince them to start to buy our products. Very easy in Poland. Until 2006 I would say we achieved relatively dominating position with around 160 spots. And then we realized that not enough room to expand. So we made first step to go to Canada. Right. As they accepted without any big problems our products. So we did next steps. What about the price strategy, Dr. Imglot, because that is going to be crucial, especially in a price sensitive market like India? Our prices are more or less the same in all countries. Just the various due to the local duties and taxes. As I mentioned before we used the best ingredients available. Right. So our products are not cheap but they are acceptable. How do you plan to really set aside Inglot as a brand going ahead? Because your marketing strategy like I started out by saying is more or less word of mouth. You kind of relied on traditional tools and now you're doing much more of that on social media as well, which is again trying to promote that word of mouth style of marketing. You've had an initiative like the one we just talked about, the Guinness initiative. Is that something that you're going to keep doing in the future as well? Not only. We have a lot of new projects and I think that in the nearest future we will have nice news for our customers. But let me keep it. You already have to actually send her on board as someone who endorses the brand or was it only for this initiative that you got her in? Until now only for this but I hope that we will have much closer relations. Alright. You're still holding your cards very close to your chest. We will be watching the space that Inglot treads going ahead in India and of course your presence in other parts of the world as well. Thanks very much for joining us on the show Dr. Inglot. Pleasure having you with us. Thank you very much. And we will be back after a very short break. Here's what's coming up in a moment.