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Rediff.com  » Business » Hindustan Lever plans hair colour push via back door

Hindustan Lever plans hair colour push via back door

September 14, 2006 10:33 IST
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In what could be termed a back door entry into the hair colour segment, consumer goods major Hindustan Lever Ltd is scripting a grand revival of its plans targeted at hair colour users.

In other words, HLL is revitalising its push for the hair colour business without actually getting into the segment again. In about two weeks, it is expected to launch 23 products, which will primarily target women consumers who are increasingly experimenting with their hair by either perming, straightening or colouring -- albeit with hair colour brands sold by its competition.

The new range is a part of Unilever's global portfolio. The Colour & Shine offering will contain extracts from cherry, honey, almond essence, passion fruit and so on.

Meanwhile, the Hair Expert range will have extracts ranging from egg protein and olive oil to novel ingredients such as bees wax protein, deep sea black seaweed, honey mud and others.

In fact, HLL is consciously stopping short of getting into hair colour again. The company added a streak of colours under the Sunsilk brand in 2001.

Apart from India, Thailand was the only other country, where HLL had extended the Sunsilk franchise into hair colour. Sunsilk ProColour, as the brand was called, was selling at Rs 220, but it was withdrawn later.

This time, HLL has made sure that hair enhancers are not as costly as hair colours. The Sunsilk Colour & Shine range, formulated to maintain and enhance coloured hair, is priced at Rs 99-110, while the Sunsilk Hair Expert range is priced between Rs 77 and Rs 199.

Sources said the launch was designed to cater to damaged hair, as consumers were treating their hair often with colours and styling, which damaged the natural condition of hair.

"The new range will give consumers the confidence to colour and style their hair and still preserve the natural hair texture," they said.

The company, however, was tight-lipped about its impending launch.

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