The message has been a deliverance, and the launch was different. Rexona introduced New Rexona Free Spirit – an antiperspirant deodorant that is designed specially for women with a Hot Air Balloon event. International model Juliana Rogatti Lima, who features in Free Spirit campaigns, did the honours.
“HLL’s strategy is to bring the best of global products to the Indian consumer,” says Rahul Saighal, Marketing Manager, HLL Deodorants.
On the brand message, he said, “The Rexona Free Spirit deodorant variant is all about possessing self-confidence and being uninhibited. The TV ad that is currently on air reflects this free spirit. The Hot Air Balloon event is one of the many activities that has been undertaken to popularise the new variant.”
Rexona Free Spirit has a fresh floral feminine fragrance that has been specially used to reinforce and reflect the ‘free spirited’ image. The fragrance is combined with Rexona’s antiperspirant formula to give a superior protection from underarm sweat and body odour.
Rexona Free Spirit is available in 75ml and 150ml aerosols at all leading consumer and retail outlets across the country. Asked on the pricing, Saighal said, “We have priced the 150 ml aerosol at Rs 125, 75 ml aerosol at Rs 75 and 40 ml roll-on at Rs 45.”
Despite reports that HLL is sweating in keeping its market share in the Rs 100-crore Indian deodorants market, it seems that the company is certainly not turning its back to the deodorant category. The combined share of its deodorant brands including Axe, Rexona, Denim and Pond’s, has declined from 70 per cent to 62 per cent in the space of a year, according to ORG Marg figures.
Axe has a 26 per cent share of the national market, while Rexona owns 24.4 per cent share, Ponds has a 4.7 per cent and Denim holds 4.7 per cent share in the market.