Saturday, October 27, 2007

Anne French : Smooth and Silky Skin

Brand : Anne French
Company : Wyeth
Agency : Grey

Brand Analysis Count : 285

Anne French is a niche brand. The brand is a major player in the Rs 50 crore hair remover cream market in India. The brand owned by the pharmaceutical major Wyeth is now facing the heat of competition.
The Indian hair remover cream market is small because of the fact that hair removal is a touchy subject for women and this product category is seldom discussed across media.The campaigns are usually low key and brands gain popularity more through word of mouth and highly targeted advertising.
Anne French is a Depilatory cream. Depilatory creams removes hair at skin line. These creams use alkaline chemical ( Calcium thioglycolate ) which dissolves the protein structure of hair and causes it to separate from skin. Although there are different method of removing unwanted hair like plucking, tweezing, threading, waxing bleaching, shaving etc, depilatory creams have gained popularity in Indian market owing to the convenience and ease of use. The only drawback is that it may cause allergy for some.
This category was in a stagnant stage for long till 2004 when Reckitt launched the global depilatory cream major Veet in the Indian market. The brand caused a stir in the Indian market. Veet used the super model Katreena Kaif to endorse the brand .
The entry of Veet threatened the leadership position of Anne French. Veet had the advantage of its Global image and also the high profile celebrity endorsement. Veet also tried to differentiate by launching this product in a tube form. These moves force Anne French to launch its own tube package and also increase the adspend.
Anne French in 2007 launched the Squeeze tube and two perfume variants to counter the threat from the Global leader Veet. The ad campaigns are currently on air .
Watch the tvc here : Anne French
The brand has tried to add value by adding moisturizer and vitamin . Anne French is trying to position itself as the easiest way to have a smooth and silky skin. The latest campaigns are focused on promoting the tube variant.
Although Anne French has been leading the market, now its position is being threatened by a global brand. It is expected that a marketing war between these two brand can lift up the category into a high growth path. Already Anne French has taken the threat head on. Whether Veet will take the market from Anne French will be an interesting story to watch.