Veet debuts in male grooming segment with Kartik Aaryan as brand ambassador
Pankaj Duhan, Chief Marketing Officer, Reckitt Benckiser Health South Asia, talks about the growth of the men's grooming segment, the brand's marketing strategy, target audience and more
Reckitt Benckiser (RB) has now forayed into the male grooming segment with a hair removal cream for men under its popular label Veet.
The brand has roped in actor Kartik Aaryan as the brand ambassador for Veet Men and launched its new campaign #FindYourSexy.
In a chat with exchange4media, Pankaj Duhan, Chief Marketing Officer, Reckitt Benckiser Health South Asia, spoke about the growth of the men's grooming segment and shared the brand's marketing strategy and target audience.
According to the latest ASSOCHAM report, India's male grooming industry is set to grow at an annual growth rate of about 45 per cent. In this context, Duhan spoke about the two major reasons for this sector’s growth - one being the male grooming segment growing by 50 per cent every year and the other being an increase in consumer demand.
The male grooming segment is worth around Rs 5,000 crore annually and opens up a big opportunity for brands like Veet, say experts.
Talking about the consumer demand, Duhan said that in they have received in different forums either queries or requests for a hair removal product for men. From Google searches to e-commerce sites, a huge number of people have been asking about Veet’s male products. Even during press conferences, male journalists have asked Duhan personally and publicly about their launch plans for Veet for men.
Elaborating on the reasons for having Kartik Aaryan on board, Duhan said, "We wanted to look for a face who genuinely, truly believes in the proposition but also embodies the character of the brand very clearly. So the character of the band is rooted in spontaneity and it needs to be very spontaneous. Therefore, I am very pleased to say that we have got together in partnership with Kartik Aaryan as he matches the brand’s personality and will surely stand out."
"Men's grooming is no longer a taboo. The number of available products and the increasing number of men's saloon indicates that men are already spending huge on their grooming," Duhan added.
According to researches, the male grooming segment is already booming but most of the existing solutions are for hair depletion, leading to nicks, cuts and stubble present and they never talk about personal hygiene, he said. “At Veet, we make sure to avoid such risks, which remains our USP. While men are using blades and other conventional solutions, Veet ensures to give them quick, long-lasting and better results," Duhan said.
Since Veet has been associated with women from the very beginning, Duhan revealed the brand has not faced major challenges while entering the male segment.
“The major reason for a smooth entry is because we didn't borrow Veet’s femininity but we wanted to borrow on its hair removal expertise. Veet is not shifting from female to unisex, but entering the male category as the hair removal expert, which is already working in the industry for years," explained Duhan.
With Veet Men, the brand is majorly targeting millennials and the youth from 18 to 30. The product is going to be pan India but it will be more focused on the metros and Tier I cities, he added.
Duhan informed that Havas WW will continue to be the key agency partner and will retain rest of the extensive brand portfolio.
Speaking about Reckitt Benckiser's overall business growth plans, Duhan said: "In an economic condition which is slowing down overall, Veet has had a tremendous share of growth in the category. Even Reckitt Benckiser’s health segment has been growing. Despite the slowdown in the industry, we have never shied away from spending on marketing and new launches. We even have seen double-digit growth. We've had many new launches this year where we have spent significantly.”
The company has also joined hands with multiple social media influencers and actors like Neha Dhupia, Tamannaah Bhatia, Rannvijay, Shakti Mohan, Krystle D'Souza, Akanksha Redhu, Shibani Dandekar and Neeti Mohan.
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