Smile to win

Smile Labs Cosmetic, the official distributors of Smile LABS, USA, is a leading global player in the teeth whitening segment. And, this MNC recently opened its lounge style retail format in Mumbai, in a bid to leverage the expanding growth opportunities amongst premium customers. In a conversation,  Farraz Patel, Managing Director, Smile Labs Cosmetics highlighted their growth strategy.

Kindly highlight the rationale for your foray here?

Tooth whitening is a rapidly growing segment and I had observed this trend during a recent to USA. In India, I realised the absence of similar services along with the general hesitancy of consumers for availing of tooth grooming, and that was attributed to lengthy procedures and high cost for the same.

We are aiming to improve the lifestyle of our target audience including businessman, aspiring models, housewives and students via a pain-free tooth grooming services.

What are the services you offer?

We offer up to eight shades of whiter teeth within 15 minutes, and  the standard package is priced at Rs 8,500 along with applicable taxes.

How does your outlet differ from the regular dentist?

Our store format of a lounge style ‘Cosmetic Teeth Whitening' is quite different from a dentist’s clinic, and the emphasis is on grooming. In addition, we also have specialist therapists trained by our experts like Rukshana Eisa, and they effectively meet the needs of the client.

The personal grooming industry in the country is booming. Kindly share your views?

The grooming industry is expanding aggressively and that’s because of the growing importance of lifestyle-related activities. However, there is a ‘void’ with regard to cosmetic teeth whitening, and we are planning to grow our presence on a pan India basis.

Your expansion plans?

We plan to have 40 SmileBars across the country by the year end, and they would be present in both metros and tier-II and-III towns.