Dabur’s OxyLife has roped in Percept Activ, the brand activation arm of Percept Group, to execute the on-ground activities for the newly launched ‘OxyLife Professional Facial Kit’. The on-ground activation campaign includes beauty seminars covering Tier I and Tier II cities (Delhi, Mumbai, Bangalore, Kolkata, Hyderabad, Chandigarh, Ahmedabad, Chennai, Ludhiana, Lucknow, Pune and Amritsar). The campaign kickstarted on January 4, 2011 and will conclude on February 22, 2011.
The product exclusively targets the professional channel and this activity reaches out directly to professionals and beauty parlours across the country. The first beauty seminar was held in Delhi on January 4, 2011 and saw around 300 parlour professionals of Delhi-NCR attend. The seminars are educating the TA about the various facials, the kit offers while also providing demonstrations. The brand has also tied up with beauty experts like Bharti Taneja, Veena Desai and Kakoli Sengupta, who will deliver talks on beauty and skin care along with live demos of the product.
Commenting on the association with Dabur, Sanjay Shukla, COO, Percept Activ, said, “We are very excited to be associated with Dabur OxyLife for these seminars and we see this as the next step to building strong relations with the client. We have done some work for Dabur in the past. We bagged the mandate to manage this activation owing to our reach and spread.”
Dabur already has a dedicated parlour service team that reaches out to over 20,000 beauty parlours across the country. This network will be further leveraged to promote this new product. On the occasion, Vikas Mittal, Executive Vice President - Marketing (Personal Care), Dabur India Ltd, said, “With the Oxylife Professional Facial Kit, we are tapping an opportunity in professional space and our endeavour is to give a superior result through differentiated offerings. We have a large dedicated team to reach out to the professional channel and we plan to utilise their expertise in making this kit available in parlours and salons.”