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HLL manages to lather up Lux brand fortunes

Hindustan Lever’s attempt to arrest the declining market share for its skincare brand Lux through the 75 years celebration campaign finally seems to be paying off.

Analysts agree the campaign has been successful for the company. “The company has managed to reverse the decline in market through the seriousness with which it went about doing this. The out of the box thinking has resulted in increased sales for the brand,” said an FMCG analyst.

Generally, a new campaign takes about three months to impact sales and six-nine months to reflect in market shares, but here it has been a lot quicker.

The key reason for having such large scale celebrations around the brand completing 75 years in India was to strengthen the value proposition of the brand which had been diluted over the years.

The next step in strengthening the brand will be increased rural activation which will happen in March.

In addition to this, the company will announce the next part of the ‘celebrations’ to coincide with their offerings for the summer sometime in April. The company is planning a new product launch as well as a new advertising and media campaign.

It has just introduced a special ‘Festive Glow ubtan variant’ (sandalwood and turmeric mix) in Andhra Pradesh and Maharashtra markets and the ad campaign featuring southern actress Shreya would be out soon.


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