Monday, September 27, 2010

Brand Update : Dazzler Moves into Personal Care

Dazzler brand which is endorsed by Eyetex has moved into personal care cateogry by launching its range of Talcum powders. The brand owners - Arvind Laboratories has been investing behind this brand which is targeting the youth. Dazzler so far was focusing on color-cosmetics.

Dazzler has been luring the customers with its hip-hop advertisement campaigns and very competitive pricing. The endorsement from Eyetex brand also helped Dazzler to gain acceptance from the customers.

The move of Dazzler to launch a talcum powder is a surprising one. The move can be qualified to be called as a brand extension ( category extension) because talcum powder belongs to a different category (personal care) while Dazzler's products were primarily in the cosmetics segment.

Brand extensions are always tricky and these extensions will succeed only if the parent brand is significantly powerful. I am not sure whether Dazzler has gained enough equity to support a brand extension to talcum powders. It also has to be noted that Dazzler itself derives support from the Eyetex brand and has not yet become independent.

The move for this extension may be part of a larger plan to develop Dazzler as a personal care + cosmetic brand in future. Brands like Pond's, Lakme etc has successfully developed themselves to be family brands endorsing a large number of products across various categories. Personal care is different from color cosmetics interms of attributes. Dazzler may find it difficult to manage these two categories using same set of attributes.

Having said that, Dazzler may have to set a clear direction for interms of the positioning . Now Dazzler color cosmetic campaigns are depending heavily on imagery to do the talking. The entire brand is revolving around the " Dazzler Girl " who is imaged as a modern, stylish, fashionable and thus radiates the brand's attributes. The same imagery is shown in the Dazzler's Talcum Powder advertisement.

Dazzler now should move to be come an independent brand with a clear positioning. The use of " Dazzler Girl " will give brand imagery but along with that, the brand should communicate some very relevant attributes that will support the positioning of a trendy fashionable brand. Now the brand is leaving lot for the consumers to imagine. There is no mention of brand's core positioning or its strengths and promises.I feel that it is time for Dazzler to define itself more clearly. Since the brand is moving across categories, it will be nice if the brand clearly communicates its positioning through the campaigns.

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