The Hindu Business Line- Salon Secret Is The New Hair Colour To Watch Out For

Godrej Consumer Products (GCPL) is getting aggressive in the 3,000-crore hair colour market by finding a ‘sweet spot’ in terms of pricing in the mass premium hair crème segment.

By pegging its latest product BBlunt Salon Secret at 199 for 100 ml, it has positioned itself between L’Oreal’s Excellance Creme offering at 600 for 120 ml and Garnier Natural Creme at 175 for 100 ml.

“We are right in the middle of the mass premium creme segment with our pricing. BBlunt Salon Secret is in a sweet and vacant spot since as there is no brand there right now. While its initial pricing is at ₹199, we will extend it to 225 which will still be between the pricing of L’Oreal and Garnier.

“In the next two-three years, we expect to capture 20 per cent market share making BBlunt a 100-crore brand in the mass premium segment where currently L’Oreal is the market leader,’’ said Sunil Kataria, Business Head, India & SAARC, Godrej Consumer Products.

Making a mark

After being a leader in the mass hair colour segment, GCPL has been trying to make a mark in the premium segment after picking up a 30 stake in the salon brand of BBlunt owned by Adhuna and Osh Bhabani three years ago.

Since then, it has been launching shampoos, conditioners, hair extensions and temporary hair colours.

With the launch of BBlunt Salon Secret, GCPL is now entering the regular hair colour segment with a marketing investment of 20 crore, which involves increasing distribution and the cost of hiring a brand ambassador for the new brand.

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