New Delhi: Modi Revlon, one of the leaders in the colour cosmetic industry in India, is expanding its hair colour product range by introducing its mass hair colour product ‘Color N Care’.
The product is Revlon’s first India specific hair colour brand, which is competitively priced at Rs 120, ideally priced to reach the mass consumer base. It has been test marketed and the pricing strategy has been based on an exhaustive feedback.
According to Deepak Bhandari, Marketing Director Modi Revlon, “ Through our existing brands of hair colour we have managed to create a niche market and now with our new product, we plan to get a grip on India’s huge and burgeoning middle class.
Concentrating on the 3 P’s i.e. product innovation, pricing and penetration at this juncture to increase their foothold, they hope to strengthen their position amongst the consumers.”
The hair colour would be available in six shades: Natural Black, Brown Black, Medium Brown, Darkest Brown, Burgundy and light golden brown, all suitable to the Indian skin tone.
The product would provide protection to dry and damage hair and would be marketed through the typical FMCG channel as well as the vibrant 1500 Beauty Advisor doors and a special set of marketing exercises which have been crafted to promote awareness and trials of the product.
Revlon was the first International cosmetic brand to enter India in 1995 through their tie up with the Modi group.