The Hindu Business Line : Hind Unilever unveils big plans for Dove haircare brand

After bagging a one per cent value share in the past three months since its launch, Hindustan Unilever Ltd (HUL) is taking its Dove haircare brand to malls and beauty parlours. The company is also investing in the Internet and mobile platform to create awareness about its nascent brand.

Ms Harman Dhillon, Brand Manager, HUL, said “We are planning to take its Dove brand across 12-13 malls in the metroes. Hairwash domes would be set up in these malls, whereby, consumers could come in for a free hairwash experience.”

Some of these consumers would then get photographed by professional photographers to get their pictures displayed at a hair exhibition organised by the company under the ‘Dove beautiful hair gallery’. Trying to figure out the consumer concerns about hair care, HUL is conducting a survey of women consumers on ‘How they think and feel about their hair or if they are really happy with their hair’.

“ If consumers have been unhappy with their hair, we would be providing them the Dove hair wash experience. With the Dove hair wash experience, real women would be photographed. A few lucky women will be selected for a Dove Hair Gallery. The Dove photo-gallery will be the final culmination to the concept of Real Women, Real Beauty with Dove showcasing pictures of Real Women,” says Ms Dhillon.

Wellness brand

Positioning Dove as a wellness brand, HUL has decided to differentiate it with the rest of its beauty hair care brands such as Sunsilk and Clinic. Besides, HUL is creating a new segment under hair care with the new treatments available under the Dove brand in the areas of conditioning and nourishment.

Adds Ms Dhillon, “We plan to build on the kind of treatment that we have under Dove and these would be in the area of intensive conditioning.” Dove sports serums and hair masks under its brand and HUL expects to build further equity for some of these treatment based products. “We are speaking to some beauty parlours about our key products under Dove,” stated Ms Dhillon.

With price and product overlaps between the other hair care brands, HUL expects to build Dove on the wellness platform taking off from the residual equity of its soap brand under the same name.

More Stories on : Brands | Personal Products | Hindustan Unilever Ltd

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

Stories in this Section
The two plugs that sparked the controversy

‘Bajaj will defend intellectual property rights’

Sensor for vortex flow meter wins US patent

TVS Motor counters claims

141 Sercon’s digital initiative

JWT teams up with Mindset

Tata Sky in talks with schools for interactive programmes

Europe’s Plaza Centers enters mall space

Elite plans apparel brand

Oxemberg gets aggressive

Krishna Iyer for Reliance Retail

Hind Unilever unveils big plans for Dove haircare brand

Cellphone industry seeks laws against fake handsets

Rasna looks to launch energy drinks range

M&M August sales rise 30%

Bharat Biotech launches 2 vaccines