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Purvita Chatterjee

Plans re-entry into post-wash segment with variants under shampoos

Mumbai May 21 HLL has decided to withdraw its post-wash leave-on lotion, 9 to 9, for its mass Sunsilk franchise.

Instead, it has decided to make a re-entry into the segment with a series of variants under some of the existing shampoo variants under the same franchise.

Sunsilk 9 to 9 leave-on lotion was introduced in the post-wash leave-on segment a year ago, long after HLL's competitors had made an entry into the segment.

Afterwards, HLL flooded the market with Sunsilk shampoos for different types of post-coloured hair, including post-wash leave-on lotion in its premium Sunsilk franchise under the Colour Shine System.

Speaking to Business Line, Mr N. Rajaram, General Manager and Category Head (Hair care), said: "We have withdrawn the 9 to 9 leave-on lotion since we have gone on to the post-colour hair wash segment with the same offering."

He added: "However, we will be creating variants in the segment and intend coming back with products which will be aligned with the Sunsilk variants."

Currently, the Sunsilk franchise comprises six variants under names such as Velvety Soft, Thick & Strong, Black Shine and Antidandruff.

"The Sunsilk leave-on lotion will get re-launched and we will be aligning it across some of the mixes of shampoos that we already have," said Mr Rajaram.

HLL is now actively re-looking at the post-wash segment in the Rs 2,000-crore hair care category.

"The post-wash market is small right now but it seems to be growing fast. We are now seeing an opportunity to enter this segment."

HLL has already created variants under the mass Sunsilk shampoo brand in the post-wash conditioner segment under the three types of conditioner variants such as Thick & Strong, Velvety Soft and Damage Repair.

Its hair care strategy would entail having a mainline shampoo variant followed by a conditioner and a leave-on lotion under the same franchise.

"Leave-on lotions and conditioners is a growing segment and we would be offering specialised solutions apart from the standard clean and wash solutions for hair care," said Mr Rajaram.

In the recent past, HLL has launched the Zero Damage System from Dove comprising a host of therapy solutions for damaged hair and these include products such as conditioners and leave-on lotions as well.

More Stories on : Strategy | Cosmetics | Hindustan Lever Ltd

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HLL decides to drop Sunsilk leave-on lotion

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