The Hindu Business Line : HLL pulls out Liril shower gels

THIS summer there may be lesser shower gel brands to choose from. HLL has decided to withdraw its Liril shower gels comprising two variants — Lime Fresh and Icy Cool Mint. Instead, the FMCG major wants to continue marketing a single shower gel under its existing Lux International brand.

Speaking to Business Line, Mr Sanjay Dube, Head-Market & Consumer Development, HLL, said, "Last year, we had launched the Liril shower gels but now they are not there any more. The products did not meet our benchmarks. We have moved out the Liril shower gels while Lux International continues to be there on the shelves."

The Liril soap variants also sported the picture of its shower gels on the packaging to induce consumers to graduate to using its bathing gels.

Both Liril and Lux International exist in the premium category of soaps. Lux International is now a single soap in the premium category and its shower gel is an extension of the same brand. The shower gels of both the brands were launched almost simultaneously a year ago.

A niche yet evolving category, shower gel is still a small segment in the FMCG industry. "We wanted to experiment with Liril to see if it would help in opening up the shower gel category. For the moment, we intend focussing on Lux International and depending on how it goes, we might extend it to other brands later," said Mr Dube. High pricing has always been an impediment to the products finding acceptance in the market.

Of late, it has been Colgate Palmolive which has made a foray into the category under its aromatherapy range. HLL and Colgate Palmolive are the only companies in the Indian market selling shower gels.

More Stories on : Strategy | Soaps & Detergents

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Coke explores more brands for India

HLL pulls out Liril shower gels

BPCL to Speed up with Karthikeyan

Lucky Ali to fight diabetes for Novo Nordisk

Casio India pitches in line with musicians

AIRDA helpline for timeshare owners

RP Electronics plans expansion