Hindustan Lever Limited with the launch of Sunsilk Pro-Colour — its new hair colour product, hopes to increase the growth of the Rs 40-crore hair colour market in India from the current 20 per cent to 23 per cent by 2002-end. The product is a brand extension of HLL’s leading shampoo brand Sunsilk. Sunsilk Pro-Colour comes in a range of seven hair colours specially suited for the dark Indian hair and skin tone. The launch is a bid to spur the hair colour market.
The range of Sunsilk Pro-Colour includes Natural Black, Natural Dark Brown, Dark Brown with Purple tint, Dark Reddish Brown, Light Brown with Gold tint and Copper with Red Tint.
HLL’s pricing for Pro-colour is at Rs 220 for a 200 ml kit, as compared to L’Oreal’s price range of Rs 169 to Rs 318 and Godrej’s Rs 100.
The product, which will be available through the dealers and the parlour route, is targeted at today’s young, professional males and females. Also, a specially designed swatch book at the counters will serve as an easy reference guide for consumers, educating them on the Sunsilk Pro-Colour range and identifying the hair colourant that suits their skin tone.
The company plans to release advertisements for Sunsilk Pro-Colour next month.