Friday, August 26, 2011

Wella Kolestint : Deep, Longer Lasting Color



Brand : Kolestint
Company  : Wella ( P&G)

Brand Analysis Count : # 491

Competition is hotting up in the Rs 1200 hair color market in India. World's leading hair color brand Wella's Kolestint is upping the ante in the fast growing premium hair color segment in the Indian market. Wella is World's biggest cosmetic company based in Germany. Wella has a rich heritage dating back to 1880 and was  created by Franz Stroher. 
In 2003, the company was acquired by P&G.
Kolestant is the premium hair color brand from Wella. The brand was launched into the Indian consumer market in 2010. The brand is currently on a promotional overdrive with a series of campaigns across the media.

Indian hair color market has seen significant shift over these years. The segment was pioneered by Godrej Ltd with its hair dye products. From hair dye targeting the greying Indian consumer, the category has seen a remarkable shift in the last few years. Hair coloring has now become a part of  urban Indian consumer's personality. From a product used to mask ageing, hair color has become a part of fashion . While hair dye was predominantly used by the greying consumers, hair color has found tremendous acceptance across various age groups. Hair Colors infact has consumed the hair dye market atleast in the urban market.

This product category has found so much acceptance that ET puts the urban hair color market at Rs 600 crore growing at the rate of 25% per annum. This stupendous growth has got the attention of all major cosmetic brands to enter into this segment.
Kolestint is a premium hair color brand directly competing with the market leader Loreal. Hair color market is classified into three product categories - powder/cream/henna. Powder form is popular in the economy segment while premium segment prefers the cream product form. The top end brands target the SEC A segment of the Indian consumers.
The market leader Loreal is positioned on its brand equity and premiumness while the new entrant Kolestint is taking the benefit positioning. Kolestint's USP is that the hair color lasts much longer compared to competing brands. The brand had a consumer insight that most of the time, hair coloring goes unnoticed.Consumers complain that even after spending lot of money on hair coloring , the effect is not noticed and the coloring lasts only for a few days . Kolestint has used this insight to position the brand as a hair color that not only lasts longer but also will get you noticed. The brand has used this proposition very effectively using celebrity testimonials.The brand has used Noticability Attribute in its launch ad with John Abraham and Bipasha Basu.

The brand used popular television/bollywood celebrities like Shruti Seth , Ragini Khanna etc in the subsequent campaigns which talked about their own experience with the brand. In the follow up campaigns, the brand focused on Long Lasting Color benefit as the USP.
Watch the campaigns here : Shruti Seth
Here the brand is using the same strategy of Loreal to break into the market leader's position. Loreal have also used celebrity testimonial ads to boost its image.  Kolestint was wise enough to not to chose high profile celebrities for the testimonial ads because most of the time consumers discount those testimonial ads. The choice of popular cine/television artists like Shruti Seth gave more authenticity to the testimonial ads compared to high profile celebrities. 
In the hair color market, longer lasting colors and noticability are two major attributes that consumers look for. Kolestint has made a major marketing gain by focusing on those two important attributes. The brand has followed up its brand campaigns with a below-the-line activity of running a Switch Event across the markets. Consumers are asked to bring their unused non-Kolestint hair color packet and exchange it with Kolestint hair color. Since hair color products are experiential in nature, getting consumers to try the brand is very essential. These switch events aims at encouraging the users of competing brands to switch to Kolestint.

The premium hair color market is going to witness huge competition in the coming months. The market leader Loreal is not going to wait in the sidelines and will rather fight Kolestint directly . It will be a category worth watching.