Product details

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Abstract

In early 2014, L’Oreal India (L’Oreal) launched a hair-colour product, Garnier Black Naturals, in the Indian market. Priced at just Rs 39, it would be the brand’s cheapest offering worldwide in the hair-colour segment and a significant digression from its global strategy of selling expensive or aspirational products. However, post launch, L’Oreal would face tough competition from Marico’s Livon Conditioning Cream Colour. This hair-colour was priced about 30% lower than that of L’Oreal. Moreover, as of April 2014, L’Oreal also competed with popular global brands like Germany-based Schwarzkopf and Procter & Gamble’s Wella and also faced serious competition on retail shelves from local rivals in the Indian hair care market like Godrej Consumer Products (Godrej). Godrej first introduced a hair-colour cream known as Godrej Expert Rich Creme, in a sachet, priced at just Rs 30. Finally, competition in the country’s hair care market could intensify further with Revlon’s entry into the professional products space by 2015. Amidst this background, it remained to be seen whether L’Oreal would be able to win the hearts of the price sensitive yet fashion conscious Indian customers and become a leading player in the country’s hair care market in the days ahead.
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2014

About

Abstract

In early 2014, L’Oreal India (L’Oreal) launched a hair-colour product, Garnier Black Naturals, in the Indian market. Priced at just Rs 39, it would be the brand’s cheapest offering worldwide in the hair-colour segment and a significant digression from its global strategy of selling expensive or aspirational products. However, post launch, L’Oreal would face tough competition from Marico’s Livon Conditioning Cream Colour. This hair-colour was priced about 30% lower than that of L’Oreal. Moreover, as of April 2014, L’Oreal also competed with popular global brands like Germany-based Schwarzkopf and Procter & Gamble’s Wella and also faced serious competition on retail shelves from local rivals in the Indian hair care market like Godrej Consumer Products (Godrej). Godrej first introduced a hair-colour cream known as Godrej Expert Rich Creme, in a sachet, priced at just Rs 30. Finally, competition in the country’s hair care market could intensify further with Revlon’s entry into the professional products space by 2015. Amidst this background, it remained to be seen whether L’Oreal would be able to win the hearts of the price sensitive yet fashion conscious Indian customers and become a leading player in the country’s hair care market in the days ahead.

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Other setting(s):
2014

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