Hindustan Lever Ltd. (HLL) has launched a new range of body washes under the International Lux skin care umbrella. The new range includes, International Lux Skin Care Moisturising Body Wash and Lux Skincare Deep Cleansing Body Wash. Priced at Rs 90 for 250 ml, the new range now comes with a ‘lufa’ (an accessory for bath).
The new product range is targeted at the urban Indian woman who actively seeks skincare products and is currently unsatisfied with the existing soap-bar solutions. HLL is in the process of rolling out an aggressive television campaign featuring Bollywood actress Aishwarya Rai.
According to a retailer in Mumbai, with these new initiatives under its leading power brand — Lux — HLL is once again driving the transition of a saturated soaps market — from bars to liquid soaps — in an attempt to upgrade the value of the personal wash market.
At present, HLL offers a wide range of face washes which include Pears, Lakme, Pond’s and Lux Sun Protection Face Wash. The three brands currently account for about 70 per cent of the share of the face wash market, with Pond’s as the leader.
The Rs 4,500-crores soap market in India has reached high penetration levels and is thus facing a slowdown in growth.