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VLCC to fuel vanity in men with new grooming range

VLCC to fuel vanity in men with new grooming range

Author | Pritie S Jadhav | Friday, Mar 10,2006 8:08 AM

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VLCC to fuel vanity in men with new grooming range

The fairer sex might have to make way for the handsome man. Health, fitness and beauty brand VLCC has unveiled the VLCC Fuel for Men, grooming range for men. With an eye on the Rs 7.5 billion male personal care market in India, VLCC seeks to capture the essence of being a man in today’s world with a range comprising a face wash, after shave balm, shaving gel, hair cleanser and hair styling gel.

Launched by cricketing icon, Kapil Dev, the range is priced between Rs 75 and Rs 145. The range in the popular premium pricing segment will be available at the 100 VLCC centres (in 46 cities) as well as 20,000 outlets across the country, inclusive of 20 C&F agents and 200 distributors. VLCC Fuel for Men is intended for the man who is confident of his identity but enjoys pampering himself and is committed to looking smart and dynamic.

Vandana Luthra, Chairperson, VLCC, pointed out that the company had been growing in triple digits by over 125 per cent last year. “The company already retails more than 100 products, but the advertising strategy is to focus on a few flagship products, including Shake-Up (VLCC Personal Care’s anti-cellulite oil and gel endorsed by Malaika Arora Khan). And VLCC Fuel for Men will be one of the flagship products,” she added.

Incidentally, the company spends Rs 70-90 million per annum on advertising and M&C Saatchi is the agency handling the account.

Sandeep Ahuja, CEO, VLCC Personal Care, said, “The men’s grooming products market in India, growing at nearly 200 per cent, and the hair segment itself is an Rs 2 billion market. Overall, the market size of the men’s personal care segment is about Rs 7.5 billion (STAT-USA). VLCC is providing men with an exotic herbal alternative that helps them look good; feel great while pampering their sense of masculinity.”

Ahuja added that their in-house research showed that the percentage of males visiting their VLCC centres had been gradually increasing with 25-40 per cent males today as compared to less than half five years ago.

“Our research also pointed out that men spent 20 per cent of their time on personal grooming as compared to 18 per cent for women. Due to this paradigm shift in metrosexual grooming, we recently underwent a change in image. Instead of using grey and pink colours for our logo, we used unisex colours such as blue,” he added.

Ahuja further said that the trend was also visible in Tier II and III centres in the country such as Bhatinda, Aurangabad, Panipat, Ambala, Nagpur and Lucknow, among others.

Besides relying on Luthra’s product development skills, VLCC has also obtained feedback from men who visit VLCC centres across India. “Being natural, these products are not harmful even with frequent use. They also deliver more robust and long-lasting results rather than just an immediate result that dissipates over time. Every product has a carefully selected herb that acts as a natural catalyst to make the product more efficacious,” added Luthra.

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