The L'Oreal group and Godrej Consumer Products together accounted for 71 per cent of the advertising expenditures on TV in the hair dyes category last year, says a study by AdEx India, a division of TAM Media Research.
L'Oreal, with a 38 per cent share, and Godrej, 33 per cent, were way ahead of the third slot holder, Hygienic Research, which accounted for 18 per cent of the advertising expenditures in the category. Henna Export Corporation and CavinKare were fourth and fifth, with shares of 5.5 per cent and 3.8 per cent, respectively.
The category's total TV ad spends in 2003 were over Rs 143 crore, higher than Rs 142 crore in 2002. L'Oreal and Godrej brands dominated the list of top 10 brands in the category, with the former's Garnier Color Naturals first. Nutrisse Hair Colour Mask and L'Oreal Excellence Cream, its other brands, occupied the fourth and fifth positions, respectively, in that list. Super Vasmol 33, from Hygienic Research, was second while Godrej Powder was at third.
Godrej's Color Soft, Kesh Kala Tel and Herbal Hair Dye were at the sixth, seventh and ninth positions, respectively. Black Rose Kali Mehendi at eighth and Indica Hair Dye at tenth were the others in the list.
Hair dyes have been mostly seen across programme genres such as dramas/soaps and feature films. The two accounted for 68 per cent of the total ad spends. The other programme genres that have been favoured by the category, according to AdEx, are news bulletins, comedies, thrillers and events.