Hindustan Lever Limited (HLL), has just relaunched Close-Up Renew as Close-Up Whitening. In order to establish the brand’s credibility with the new relaunch, HLL has leveraged the power of a ‘shade card’ as a diagnostic tool. The relaunch idea is to introduce a mix capable of building a category.
The first phase of the advertising focuses on the relaunch of Renew into Whitening. The outdoor campaign hinges on the baseline ‘no white lies, just white teeth’ and ‘dazzling white teeth in just 4 weeks’. The second phase will have a thematic base, which generates awareness among consumers regarding the true shade of their teeth.
Meanwhile, to support the franchise, the company has also rolled out a Close-Up Whitening toothbrush priced at Rs 35 in a limited geography.
According to Pradeep Banerjee, HLL category head - oral care (personal products), “The idea behind the shade card is to empower the consumer as a see-it-yourself kind of strategy. With the shade card, consumers can and see and believe in promise, thus adding to the credibility.”
The strategy behind empowering consumers is also aimed at reducing trial barriers. By providing a shade card, the company hopes to generate more users into this niche segment.
Even though the whitening segment is predominantly an urban phenomenon, research conducted by the company across the rural and urban spectrum revealed that white teeth rank high on the priority list as compared to other dental qualities.
At a price of Rs 19 for 50 gm and Rs 49 for 150 gm, Close-Up Whitening comes at a five per cent premium to the core categories of toothpastes.
The marketshare of Close-Up toothpaste is about 16.5 per cent. HLL’s overall toothpaste (Close-Up and Pepsodent) share stands at 36.1 per cent.