Top Story

e4m_logo.png

Home >> Marketing >> Article

HLL withdraws Vaseline talc

30-March-2004
Font Size   16
Share
HLL withdraws Vaseline talc

After shelving its plans to launch a Fair & Lovely talcum powder, HLL has decided to withdraw its Vaseline talcum powder from the market. Unlike Fair & Lovely talcum powder, which was used more as a test launch in Andhra Pradesh, Vaseline talcum was treated as a national brand and has been in the market for the past two years.

Mr Vivek Rampal, Business Head, Skincare, HLL, told Business Line: "Vaseline talcum powder did not do well in the market, and was thus phased out. It did not appeal to consumers as there was no point of differentiation compared with other brands."

Vaseline, primarily a winter care brand, is mainly known for its petroleum jelly offering and is also available as a body lotion and crack removal cream.

Meanwhile, the talcum powder market has not exactly been registering any significant growth rates. HLL's Ponds Dreamflower talc continues to be the market leader in the category along with its two variants Pond's Magic and Ponds Sandal.

Adds Mr Rampal: "The Vaseline powder was launched specifically to handle summer related problems such as prickly heat. But consumers did not see it as a distinctive product."

Even in the case of Fair & Lovely talc, in spite of the brand being big, its extension into talc did not prove worthwhile for the company.

In fact, Levers officials believe that whenever any new innovation does not have the desired hit rate, the product has not met the standards of its consumers. Of late, it has also removed the Lifebuoy hand wash from the shelves.

"The talc category may not be growing but Ponds has been growing by double digits," says Mr Rampal. With a 55-per cent volume share in the talc category, Levers has talc extensions of its soap brands such as Lifebuoy, Liril, Axe and Denim.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...