Brand Extension

The Indian Hair removal market is very small as compared to some of the other personal care segments as seen from Exhibit 10. Since Veet is strongly associated with smoothness of skin, it has the perfect leverage to get into the skin care, body care and bath and shower market. Strong brand recall would make it instantaneously recognizable. Brand equity of the product would greatly help if Veet tries to enter the skin and body care market with the value proposition of ‘strong skin benefit’. As seen from Exhibit 5 brands like Dove, Ponds, Vaseline and Lakme have successfully made the transition to a ‘Beauty Brand’ status.

Shower gel The Indian Bath and Shower market is valued at around 10,000 crores. The soap market is heavily saturated with more than 200 different varieties of soaps available. So it does not make sense for Veet to enter the soap segment. However, the shower gel market is still in its infancy with only a handful of products available in this segment. The leaders in this segment are:

Product Price (In Rupees) Positioning

Palmolive – Aroma Shower gel

115 for 250 ml Contains essential oils and aromas. Attractive packaging

and a youthful designBody Shop shower gel 325-600 for 250 ml Contains all natural products.

Unique positioning as environmental friendly and

ethical. Expensive catering to niche audiences

Fiama Di Wills shower gel 99 for 200 ml Transparent shower gel with suspended beads for better

cleaning. Comes in 3 variants. Aquapulse shower

gel exclusively for men.

Veet Invigorate– Complete Body CleanserVeet can come out with its own brand of shower gel, which promotes a combination of smooth skin and total body cleansing. It could be priced in the 100-120 Rs rupee for 250ml and could have separate products for both men and women.

Face Wash

Face wash has become integral part of our daily routine. People have started exclusively using face wash for cleansing their face, instead of using soaps. The face wash market is a 400 crore market. Himalaya has an all India market share of 17.8%, Hindustan lever and L’oreal both have a market share of 19.3 %. The leaders in this segment are:

Product Price (In Rupees) Positioning

Himalaya face wash 70 for 100 ml Exclusively promoted as a 100% ayurvedic product.

Soap free and contains only natural ingredients. Available

in 3 variants: Gentle, Exfoliating and Purifying

Neem.Garnier face wash 120 for 100 ml Promoted as a moisturizing

face wash which helps remove dead cells, sebum

and dirt.Comes in three variants –

Normal, Dry and oily skin.Dove Deep Pure face wash 140 for 100 ml Marketed exclusively for

women. Has fine exfoliants that help to unclog pores.

Available for dry/normal and oily skin as well.

Veet TouchVeet Touch face wash could be promoted as a facial cleanser. Since Veet hair removal products already come with double moisturizers, this feature could be extended for the face wash as well. Similarly face wash could come in three variants – Sensitive (oily), Normal and Dry skin. It could be priced in the Rs.80-100 price range for 100 ml.

Moisturizer (Face cream) The Indian moisturizer market is valued at around 1700 crores. Growing consumer awareness and rapid development of the skincare market has made this segment a very attractive proposition. The skin care market has grown by 16% since last year.Few of the leaders in this segment are:

Product Price (in Rupees) Positioning

Neutrogena Oil Free 250 for 115 ml Contains SPF-15 for sun protection. Marketed at oil free and available in three variants- dry, sensitive and

oily skin.Garnier Essential Care 115 for 40 ml Marketed as an oil free

everyday moisturizing cream. Gives skin a natural glow

without an oily shine.Ponds Cold Cream 151 for 50 ml Marketed as a cream cleanser.

It moisturizes as it cleans leaving skin radiant and clean.

Veet Afterglow MoisturizerVeet afterglow could be promoted as a moisturizer. It could be marketed as a daily use moisturizer, which leaves the face smooth, healthy and glowing. Again it could be made available in three variants: Normal, dry and sensitive skin. The moisturizing products are generally quite expensive. Therefore attractive pricing coupled with the Veet brand name could help the product be successful on this particular market. It could be priced at Rs.100 for 50 ml.

Total Skin Care Solution

Veet can also offer a complete all in one skin care package. This could be in the form of a skin care kit or pouch. The skin care kit would include hair removal cream, shower gel, face wash, moisturizer and body lotion. This skin care kit could be used when consumers or travelling or for people on the go. It could be marketed, as a one-stop point for all your skin needs. It would also be cheaper than buying individual products separately. There has hardly been any market penetration in this particular segment. Veet could be one of the first brands to offer the complete care package.