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Monday, July 26, 1999

Pears to expand skin care range with 20 new products 

Namrata Singh & Chandan Dubey  
Mumbai, July 25: Hindustan Lever (HLL) is planning to add 20 more products to the freshly introduced Pears Natural range of skin care products in the near future, dealers said.

The Pears Natural skin care range is a brand extension of the multinational's well-known glycerine soap brand `Pears'. The idea is to exploit the mother brand's equity to drive volumes, said industry observers.

The range introduced in the market includes a herbal skin care cream and a fairness cream. The range consists of a Pears Natural cream which has three variants priced at Rs 24 for 25 gm. There is a Pears Natural cream with Almonds and Milk which is priced at Rs 43 for 50 gm. The company has also launched a fairness cream under Pears in sachets of 5 gm, priced at Rs 5.

Dealers said that the company is currently test-marketing the fairness cream through sachets, and is expected to eventually launch a full fledged volume in this segment at a later stage. While this is just a start, dealers said that the company intends to add20 more products to the existing skin care range.

The herbal skin care products market is currently dominated by premium brands like Biotique, Dabur's Samara and Shehnaz. Analysts said that HLL is attempting to capture a share of the herbal skin care market by launching a range in the mid-priced segment.

However, at present it is unclear whether the company would expand this to include a popular and premium range.

To support the Pears range of products in the test launch stage, HLL has been advertising in the regional media since June this year. The communication strategy for the brand seeks to induce the habit of regular skin care among the target consumer -- women in the 25 to 35 age group. The range is positioned on the natural skin care platform. The brand will be built using television advertising and merchandising displays at key retail outlets to begin with.

Other skin care brands from the Levers stable include: Lakme, Pond's and Fair & Lovely. Besides, the company also has the premium Aviancerange of skin care products which is sold through the direct marketing route. HLL is by far the leader in the skin care market which is valued at around Rs 600 crore. Personal products (which include skin care products) contribute Rs 1,526 crore to HLL's turnover of Rs 9,482 crore, which is a 17 per cent contribution.

Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.


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