The Hindu Business Line : HLL to disassociate Rexona from Lux

Television actress Smriti Irani at a press conference in Mumbai on Wednesday to announce the launch of Lifebuoy campaign to support `Save the Children' programme of WHO. — Paul Noronha

Mumbai , May 25

HINDUSTAN Lever Ltd (HLL) has halted the process of associating its Lux soap brand with Rexona. Having unleashed its Rexona soap `with ingredients from Lux', the FMCG major has decided to stop linking Lux with Rexona , an initiative started nearly two years ago.

Speaking to Business Line, Mr Ashok Venkatramani, Vice-President, SkinCare, HLL, said, "Lux and Rexona will go their separate ways. It was too early to migrate the two brands and we have stopped the process."

Rexona is an indigenous brand developed by HLL for the domestic market. The decision to migrate was in line with Unilever's global strategy of `liberating' brands.

Currently, Rexona sports two variants.One is `with Lux Milk cream' while the other is `Lux Nature Pure with cucumber extracts'.

In the past, HLL has started a migration process of non- power brands into power brands such as Jai was to migrate and merge with the Breeze brand while Ala was being integrated into Rin. The new packaging of these brands clearly indicated the migration process as well.

HLL is now focussing on growing its short-listed soap brands and both Lux and Rexona are expected to stand as independent brands.

HLL is also reinforcing its largest selling soap brand — Lifebuoy — on the health and hygiene platform. With a market share of 19.5 per cent in the popular soaps category, it is sponsoring the WHO (World Health Organisation) recommended ORS `Save the Children' campaign to fight diarrhoea.

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