Hair care is getting more complicated all the time. A year ago Paras Pharmaceuticals launched Livon Silky Potion which was described as a ‘post-wash’ conditioner that was applied after a bath.
Now Marico has jumped on the ‘post-wash’ conditioner bandwagon and launched Silk-n-Shine, which is aimed at young women with long, lustrous locks. The new conditioner promises to help untangle long hair.
Priced at Rs 89 for 100 ml Silk-n-Shine is cheaper than Silky Potion which sells for Rs 140 for a 100 ml bottle. The size of the hair conditioner market is estimated at Rs 38 crore to Rs 40 crore growing at a rate of 20 per cent according to retail audit firm AC Neilson ORG-Marg. Of this, Livon is estimated to be a Rs 20 crore brand.
Marico’s offering will be available in all metros and mini-metros. Says chairman and managing director, Harsh Mariwala: “Silk-n-Shine marks the entry of Marico into the world of value added beauty products.”
The company test marketed the prototype of Silk-n-Shine for three months in West Bengal before launching it nationally.
Says Saugata Gupta, Head of Marketing, Marico Industries: “From hair oils to post wash hair potions, Marico will now have a comprehensive basket of hair care products to offer its consumers.”
Currently Marico derives its revenues from 12 brands — Parachute, Saffola, Sweekar, Hair & Care, Shanti, Mediker, Oil of Malabar, Mealmaker, Sil, Revive, Kaya and Sundari. Of these Parachute Coconut Oil accounts for 50 per cent of its revenue.
In fact, it is now in the process of test marketing another product in the hair care segment — Parachute Shampoo — in Andhra Pradesh. This is expected to be launched in the near future. “Since the shampoo market is crowded, we’d like to launch a differentiated product,” says a company spokesperson.