The Consumer Education and Research Centre (CERC) has rated Godrej Colour Soft as the best hair colouring product in a survey conducted on branded hair colours and hair dyes. Godrej Colour Soft, the premium hair colouring brand of Godrej Consumer Products Ltd (GCPL) leads with 86 points on the basis of its good performance, reasonable prices and adherence to the specifications of Indian Standards (IS).
The test was conducted on various hair-colouring brands including Godrej Renew, Godrej Colour Soft, Garnier Nutrisse, L’Oreal Excellence and Revlon Colorsilk.
However, panelists ranked the brands as per visual observation of colour fading in the five-point progressive range of ‘Very Prominent Fading’, ‘Prominent Fading’, ‘Slight Fading’, ‘Very Slight Fading’ and ‘No Fading’. Grey human hair was bought in the form of swatches, i.e. bunches of loose hair tied at one end.
According to BIS specification, the content of Para-Phenylene Diamine (PPD) – the main colouring agent in hair colours for black shades should not be more than four per cent in the undiluted state and not less than 1.25 per cent after dilution. The PPD ratio of Godrej Colour Soft was in conformance to this. Apart from the PPD, other ingredients, the formulation, the manufacturing process, etc., also played a role in the overall performance of the products.
GCPL enjoys a market share of 42.2 per cent and is the market leader in the hair colour category. The product category represents 23 per cent of GPCL’s total sales and 24 per cent of the company’s branded sales. “The company has consistently outperformed the market and is committed to increasing the size of the category,” he says.
To this end, GCPL has undertaken a focused media campaign to communicate the significant benefits and highlight the attributes of the products offered. Asked on the success, Hoshedar K Press, President and ED, GCPL, says: “We are doing well in hair colour. We have a value market share of over 40 per cent. We are the only company present in all three forms—powders, oil based and liquids/creams. Our products are specially created for Indian hair and so are perfect for Indian consumers. Our pricing also takes local affordability into consideration. Thus we provide the ideal price-quality combination, which the Indian consumer looks for in the long run.”