Hindustan Unilever Limited, the FMCG major, is planning to roll out its premium hair care brand TRESemme in India targeting the salon-frequenting consumers in the urban market, according to ET report. India holding the second position after Brazil, Unilever to launch TRESemme after acquiring the brand as part of its acquisition of Alberto Clulver for $3.7 billion in 2010.
Though the market is flooding with various hair care products, TRESemme attempts to distinguish itself with major focus on salon like experience at home with its shampoo and conditioner range, the top officials from Hindustan Unilever said.
Srinandan Sundaram, category head - hair care at HUL told "Salonisation is a big trend which we seek to tap into with TRESemme.” He further added “We do plan to have salons enlisted where the brand will be available," Thought the company didn’t elaborate regarding its marketing plans, added that it has roped in a stylist and a model as brand ambassadors. Analysts feel that the company is going to complete all price points in the hair-care portfolio with TRESemme.
Anand Mour, a senior analyst at Ambit Capital, said “"While HUL had mass-premium brand Dove in its portfolio, the gap between luxury and mass-premium is huge in terms of price-points which it wants to tap into," Dove, Sunsilk and Lux brands coming under the personal care segment earns the maximum margin for the Anglo-Dutch firm's Indian subsidiary at over 25%. While the personal care account for about 30% of HUL’s incomes with a net profit contribution was over a fifth last fiscal. HUL has been expanding its personal care product collection across price-points through brand extensions, added the report.