Recognising the growth potential in the Indian male grooming sector, FMCG companies Hindustan Unilever (HUL), Dabur and ITC are extending their women care brands to male grooming range.
For instance, HUL has launched Pond’s Men, its international range of premium face care products for men, in India. While Dabur India is planning to extend its skin care portfolio for men under Oxylife brand, ITC is sharpening focus on innovations to woo males in India.
Emami, which had entered this sector eight years ago, is rejuvenating its Fair & Handsome product range with relaunches and new launches to beat competition.
The Rs 2,200-crore male-grooming industry in India had posted 22% growth in the last two years. “With an ever-increasing competition, this sector is expected to post 25% growth this year,” said an industry analyst with a domestic brokerage firm in Mumbai.
On the rationale behind HUL’s new move, Srinandan Sundaram, vice-president, skin care, HUL said, “The men’s skin care category is growing significantly ahead of women’s skin care as more men are realising the need for taking care of their skin with specialised products.”
According to Sundaram, the launch of Pond’s Men in India follows the launches in Indonesia, Thailand and the Philippines. “The launch of Pond’s Men is another example of HUL leveraging Unilever’s global technology and portfolio to address emerging consumer needs in India,” he added.
At present, HUL is rolling out its new launch across the country. “We have a full-fledged plan across multiple consumer touch points, focusing not just on building awareness on the brand, but educate consumers on the category itself,” explained Sundaram. HUL is getting ready to beam its new television campaign for Pond's Men featuring cine star Varun Dhawan from June first week. “We have a significant digital leg to our media plans for Pond's men range. This would include social media and other digital platform,” said Sundaram.
After foray into the male grooming market with the launch of OxyLife Men Creme Bleach a few months ago, Dabur India is planning to extend its offerings in this sector. “Encouraged by consumer response, we are planning to launch new skin care products for me under Oxylife and other skin care brands in our stable,” said Sunil Duggal, chief executive office of Dabur India.