Hindustan Lever Limited (HLL) plans to extend the product portfolio of Unilever's Denim range of personal products in India. The company has decided to launch Denim deodorant soap in the market, targeting it at young people in the range of 20-22 years. Internationally, Unilever has not extended the brand into soaps.
The launch of Denim deodorant soap will be a major step by HLL to extend the Denim brand name to the soaps category.
The Denim deodorant has a 5 per cent market share, aftershave lotions 18 per cent share, Denim talcs 4 per cent and shaving creams around 8 per cent share.
Brands such as Denim, Axe and Rexona, because of their high-tech positioning, are to be the mega brands of the future, brands such as Impulse have not received much support since its launch.
HLL recently extended the Fair & Lovely brand into soaps as well. Its other major soaps brands include Lux, Liril, Pears, Rexona, Breeze, Jai, Hamam, among others. Jai is being merged with Breeze as part of the company's brand rationalisation plan.
The company is also implementing an exercise focusing on pruning HLL's 110 brands to 40, of which 30 will be national power brands and the other 10 regional.
These 40 brands contribute about 90 per cent to the turnover. The parameters for selection of these brands were size, strengths and competitive positioning.