Godrej Hair Care Institute (GHCI) has launched its latest hair colour brand, ‘Godrej Fashion Hair Colours’. “The company aims to strengthen volume leadership in the hair colour market with this brand,” said Manish Agrawal, Head, GHCI.
The Fashion range is available in three shades--Auburn Red, Burgundy and Natural Dark Brown. The sachet has been priced at Rs 15. The range is a powder base hair colour. “The recent launch of Godrej Renew and now Fashion hair colours are aimed at satisfying specific needs of consumers who look for constant enhancement of their lifestyle,” he said.
On the rationale behind introducing powder-based hair colour, he said, “The powder based hair colour is very easy to use and will certainly appeal to the consumers.”
Asked if the company is looking at new colours, he said, “GHCI is working round the clock to develop new offerings keeping in mind Indian hair texture and skin tone. At the same time, we are also monitoring the international fashion trends to give the most contemporary choice in hair colours.”
On the communication plan, he said, “The brand will be promoted extensively and the television commercial is being aired.”
GCPL enjoys a market share of 42.2 per cent and is the market and is the market leader in the hair colour category. The product category represents 23 per cent of GCPL’s total sales and 24 per cent of the company’s branded sales.