From soaps to body washes the FMCG majors in the personal care segment are focusing their energies on entering newer categories of skincare. a few days ago, Dabur India announced that it would enter the body wash segment by introducing the Hobby brand that it acquired a year ago. This time it’s Emami that has shown its intent of entering the face wash segment within a year.
‘Boroplus’, Emami India’s flagship skin care brand will get all the attention from the company’s management, when the group announced that they would pump Rs 50 Cr into the marketing the brand. Emami Group of Companies Director Harsh Aggarwal informed that company has revised the markting budget to Rs. 50 Cr this fiscal. The marketing and advertising spend on the brand was Rs 30 Cr last year.
The Boroplus cream sells across as an antiseptic cream, a winter cream and lotion segments. Mr. Aggarwal believes that there is potential in the area of skincare that the company can get into. “We are evaluating a lot of categories like face wash, more variants of lotions and other skincare products, where Boroplus as a brand can be extended,” he said. The company expects a growth of 25% and a sales of Rs 500 Cr in a couple of years. The brand is aimed at the rural areas where most of the companies believe the future is.
The company has planned many activities to penetrate into the target market in the month to come. This would be initiated by radio ads to begin with and other media would subsequently used as per the effectiveness of Plan I. It won’t be surprising if the company capitalizes on a media plan featuring Amitabh Bacchan, the ever popular Bollywood star and Kareena Kapoor, the bollywood hottie who is already an ambassador for the Brand.
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