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P&G launches Asia’s largest selling shampoo ‘Rejoice’

24-January-2004
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P&G launches Asia’s largest selling shampoo ‘Rejoice’

Procter & Gamble has launched Asia’s largest selling shampoo, Rejoice in India. The launch was preceded by a research to understand the Indian shampoo market. The research was in association with market research firm, ACNielsen.

In the first stage of the research, P&G spoke to a cross-section of 1500 consumers across India and found that smooth, de-tangled hair is one of the top needs. Rejoice-patented, micro-silicone conditioning technology claims to solve this problem. Secondly, given the diversity of Indian consumers and their varied hair need, P&G launched Rejoice in three variants: rich, complete, and silky clean. Third, quality products at the right price are of special concern to the discerning majority. Keeping this in mind, Rejoice is available at Rs. 2 for 7.5 ml. sachets, Rs. 39 for a 100 ml. bottle and Rs. 75 for a 200 ml. bottle.

Shantanu Khosla, Managing Director, P&G India says, “P&G is the world leader in hair care and we are launching Rejoice in India because one of the biggest unmet needs of Indian women is smooth, de-tangled, and easy to comb hair. We have customised the product into unique variants to suit the diverse needs of Indian consumers, and are making them available at affordable prices so that majority of Indians can experience the unbelievably smooth hair Rejoice has to offer.”

Rejoice is supported with attractive point-of-sale materials, mass media advertising and house-to-house sampling to close to two million households. It has a strong global heritage. It is the largest selling shampoo in Asia. Consumers in 85 countries love it, and on an average, 1,000 bottles of Rejoice are purchased per minute across the globe. In 2002-03, Rejoice notched global sales of US$ 500 million annually, and over the years has enjoyed the endorsement of Tennis Star Michael Chang, and leading Asian celebrity hair stylists such as Gusnaldi (Indonesia) and James Cooper (Philippines).

Rejoice is also the world’s first Shampoo-cum-Conditioner launched in 1987, and in 1995, it was awarded a Gold Medal for Technology by former US President, Bill Clinton for its innovative technological breakthrough of the shampoo plus conditioner formula specially designed for making hair softer and smoother.

Rejoice is endorsed by the All India Beauticians and Hairdressers Association (AIBHA). According to AIBHA President, Lily Madhok, “One of the biggest hair complaints of Indian women is ‘tangles’. How many of us experience a smooth glide of the comb through our hair every day? I have tried Rejoice myself and on some of my clients, and it did give very smooth hair.”

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