Sunday, September 06, 2009

Gatsby : Inspired by a Movie

Brand : Gatsby
Company : Mandom Corporation ( Japan)


Brand Analysis Count : 416


I used to notice Gatsby brand of hair gels in beauty salons.I have seldom seen any advertisements of Gatsby but the popularity of this brand among salons often surprised me. This has prompted this small post about this shy brand.
I was really surprised to know that Gatsby is an international brand with its origin in Japan. The brand is owned by Mandom Corporation. Gatsby is a leading men's beauty care brand in Japan.

Gatsby brand was born in July 1978. The most interesting fact about this brand is about the brand name.The brand name was inspired by the movie " The Great Gatsby " starring Robert Redford. ( Read the History here). I think Gatsby is one of the rare brands which derived its brand name from a movie.From a hair gel brand, Gatsby then morphed into a complete beauty care brand for men with wide range of products in Japan.

No information is available about when Gatsby was first launched in India. How ever, the brand have significant popularity among hair stylists . It has to be noted that Gatsby also has a strong retail presence also.Recently Gatsby launched its range of deos in the Indian market.

What is puzzling is the lack of any sort of brand promotion for Gatsby. Internationally this brand is famous for its hair care products. The brand's latest launch of " Moving Rubber " Series of hair gel was a hit across various markets. But this brand has so far being very silent in the Indian market. The competing Indian brands like Brylcream and Parachute After Shower are very aggressive interms of share of voice.

The recent launch of deo range is an indication that Gatsby is getting interested in the Indian market. The men's grooming market in India is witnessing lot of action and the pie is getting larger. We may see some action from this brand also in future.