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Purvita Chatterjee

Both brands enjoy almost equal share

A view of Lux brand of soaps

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Mumbai Feb. 21 HLL has inched its Lux brand almost on par with its largest selling soap brand — Lifebuoy. Today both the heritage brands enjoy almost equal share in HLL's soaps portfolio. According to AC Nielsen estimates, Lifebuoy has a value share of 18.1 per cent while Lux has inched up its shares at 17.9 per cent this month.

Speaking to Business Line, Mr Ashok Venkatramani, V-P-Skin Care, HLL, said, "Lux is now doing well. Every month both the brands are neck to neck with each other." The level of activity around the brand has helped it."

After roping in Shah Rukh Khan last year to feature in its campaign last year, HLL has been flooding the shelves with new variants from the Lux franchise. From a spiked body-uplifting variant to new variants such as aqua and white glow, the 75th year of the heritage brand got a new lease of life last year. Then there were special edition packs featuring the actresses over the years with variants under names such as chocolate and aromatic glow. Even region- specific variants such as festival glow were launched specifically for the southern markets.

Migrating brands such as Jai with Breeze, reducing the Liril variants and weeding out its Fair & Lovely soap over the years has also helped HLL rationalise its soaps portfolio. "Today, we have the right portfolio in soaps as all the brands have been differentiated. Each soap brand is giving a specific benefit and there is no overlapping between the brands," says Mr Venkatramani.

Other offerings

Besides, HLL has also been beefing up its body wash and hand wash offerings with more variants under the Lux and Lifebuoy brand. Unleashing four new variants under the Lifebuoy hand wash franchise has helped the company double its value shares from nine to 18 per cent in the hand wash category, where Dettol continues to rule with a 40 per cent share. The re-launch of the Lux body wash range under new variants has also helped HLL become a leader in the category overtaking Colgate Palmolive's Aroma brand. Flanking Lux Body Wash is Dove's new premium range with two new variants such as exfoliating body wash and Dove Fresh Moisture Body Wash.

Highlights Mr Venkatramani, "Both the body wash and hand wash variants have been focussed on the modern trade." Low penetration levels of the respective categories have led HLL to embark on educating the consumers about the benefits of using the brands. "Today there is just about 18 per cent penetration in the body care category," adds Mr Venkatramani.

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