HUL to Launch

TRESemme Soon
SAGARMALVIYA
MUMBAI
Unilever will launch its premium
hair care brand TRESemme in I n
dia to target salon-frequenting
consumers in the urban market.
I ndia is the second market after
Brazil where Unilever will
launch TRESemme after inherit
ing the brand as part of its acqui
sition of Alberto Clulver for $3.7
billion in 2010.
In a market flooded with hair
care products, TRESemme will
try to differentiate itself with its
focus on salon like experience at
home with its shampoo and con
ditioner range, Hindustan Uni
lever officials said.
Salonisation is a big trend
which we seek to tap into with
TRESemme, Srinandan Sunda-
ram, category head - hair care at
HUL, said. We do plan to have sa
lons enlisted where the brand
will be available, he added.
While the company didn't elabo
rate on its marketing plans, it
said that it has roped in a stylist
and a model as brand ambassa
dors. Analysts feel that HUL is
looking to complete all price
points in the hair-care portfolio
with TRESemme.
While HUL had mass-premi
um brand Dove in its portfolio,
the gap between luxury and
mass-premium is huge in terms
of price-points which it wants to
tap into, Anand Mour, a senior
analyst at Ambit Capital, said.
Personal care segment with
brands such as Dove, Sunsilk and
Lux earns the highest margin for
the Anglo-Dutch firms I ndian
subsidiary at over 25%. While,
personal care accounts for about
30% of HUL's revenues, its con
tribution to net profit was over a
fifth last fiscal. HUL has been di
versifying its personal care prod
uct portfolio across price-points
through brand extensions.
Economic Times - Delhi Wed, 01 Aug-12 Pg# :4 Size : 106 sq.cm.