HUL Launches New Strategy for Anti Aging Creams in India

Topics: Marketing, Price, Cosmetics Pages: 1 (347 words) Published: August 28, 2013
NEW DELHI: In a bid to take on rivals P&G and Garnier in the anti-ageing cream space, FMCG giant HUL is upping the ante by starting local manufacturing of its products in the segment, bringing down the prices. Besides, the company has introduced new prod ucts and intensified campaigns. “While there is large scale awareness among consumers, there are several barriers to using anti-ageing creams. In the last three months we have taken a number of actions to grow the market,” a HUL spokesperson said. It has already started the local production of “Ponds Age Miracle” that targets the lower end consumers and at the same time it has also introduced “Pond’s Gold Radiance” in the upper segment, with Rs 500-800 range. “...with local manufacture we have reduced the price of the Ponds Age Miracle range with price points now at Rs 299, Rs 199 and Rs 99 to make the benefit more accessible to consumers,” the spokesperson said. At present, Proctor & Gamble is the market leader in the anti-ageing cream segment. It sells ‘Olay Total Effects’ with prices starting from Rs 599. Garnier, which is a brand positioned by French cosmetic giant L’Oreal in the mass segment, has products like ‘Garnier Anti ageing cream’ and Skin Naturals - Wrinkle Lift Anti-ageing cream’ The HUL spokesperson said, “The anti-ageing category is one of the fastest growing personal care segments. However, it is difficult to be exact about the growth of this segment given that it is a nascent category and constitutes a small proportion of the overall skin care market.” As per a study by industry body CII, the anti-ageing segment is expected to grow at 30.5 per cent this fiscal, although the absolute value of the segment has not been ascertained. Bullish on the segment, the spokesperson said: “The opportunity in a market like India is across the consumer pyramid and we are deploying a portfolio approach to leverage these opportunities and address diverse consumer needs.” - PTI Prev: Energy Drinks...
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