Thursday, September 22, 2011

Quco Hair Perfume : For Great Smelling Hair

Brand : Quco
Company : Vini Cosmetics

Brand Analysis Count : # 497

Have you ever thought of buying a perfume specifically for hair ? Were you ever conscious of how your hair smells ? If not, then marketers are out there to make you conscious about how your hair smells. From armpits to hair, perfume/deo brands are indeed expanding their horizon !! 


Quco is a hair perfume brand from Vini Cosmetics. Vini Cosmetics was founded by Mr Darshan Patel who was the co-promoter of Paras Pharmaceuticals. In 2010 , Mr Darshan Patel sold his stake in Paras to start on his own venture. Quco hairspray is one of the many products the company has launched in recent times.


Quco is trying to create a new category of hair perfume in the Indian market. The hair perfume products are virtually unheard of in Indian market and the launch of Quco has created lot of buzz in the market . 

There are lot of ! and ? about the scope of such a product category in India. One of the most important challenge that Quco face is to establish its usefulness in the mind of consumers. The brand is attempting to create a new category. The product is virtually unheard of in the market and consumers are not even aware of the need for a hair perfume spray . So even before establishing the brand, Quco needs to educate the consumers about the need for a nice smelling hair. The brand has launched its campaign in Television and is attempting to create awareness about the need in its first TVC.
Watch the ad here : Quco TVC

There are many factors that influence consumer adoption of new products like Hair Perfume . Some of the factors are Perceived usefulness, Perceived risks , attractiveness etc. The brand has addressed the perceived risk by claiming to be alcohol-free and safe for hair.
The fundamental problem is whether this product category has perceived usefulness in the mind of the consumers. Many consumers are not aware about the " hair smell " and even if they are conscious , the consumers depend on shampoo to handle the problem. Another issue is whether the consumer feels compelled to purchase a specific product to solve this issue. 
Quco will be a niche brand because of the nature of the product. It has to be seen how Indian consumers will warm up to the idea of a perfume for hair. Just like Rexona and Close Up taught Indian consumers about odor, Quco will have to educate and convince consumers about hair smell.Will Indian consumer will find the need strong enough to invest in a new product and use it on a continuous basis. These are the questions which the market will answer in future.

8 comments:

  1. you are doing nice work i like your articles
    thanks for blogging

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  2. interesting stuff. well if it smells extremely good, why not ? Very extremely futuristic packaging would help here as well.

    but i don't like that with the tvc they are trying to create paranoia.

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  3. I believe Quco is quite an innovative product development; first of its kind and most probably, the first one in the Indian market. A product like Quco can be understood as something based on latent consumer need. Just like bad breath, body odour, shining teeth categories were found and later on nourished and boomed.

    It can work wonderful in the market, provided it is communicated sensibly, strategically, educating and making the consumers aware about such a product and making them realize of the situations/ instances occurring by not using such a product.

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  4. hair perfume is really good

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  5. wat it cost of quco hair perfume?wher we get that product

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  6. Great post. Thanks for the advice for the rest of us blogger!.. Alain Delon

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  7. How can I buy them in the U.S.?

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  8. Anonymous1:02 AM

    G'MEN ... VINI COSMETICS ... NAMASTE !!!

    WELL, A QUICK FEEDBACK REG 'QUCO' ...

    AS IT IS, WOMEN TAKE THEIR DAILY SHOWERS USING GOOD SHAMPOOS ... AS SUCH, THEIR IS NO QUESTION OF THEIR HAIR SMELLING FOUL >>>
    POST SHOWER !!!

    THEREFORE, QUCO SHOULD WELL COME IN AS A HAIR 'FRESHNER' AND NOT FOR REPELLING FOUL ODOURS FROM WOMENS HAIR !!!

    MR. DARSHAN PATEL SHOULD WELL AGREE TO 'MODIFY'
    HIS 'INNOVATION OF QUCO' AND SELL IT AS A HAIR FRESHNER THAT CAN BE 'SPRAYED' "A F T E R" A GOOD SHOWER AND NOT USED TO DISPEL FOUL ODOURS!!! THIS IS WELL TAKEN CARE OF BY THE DAILY SHAMPOO SHOWERS ; AND MR. PATEL WILL ADMIT THAT SHAMPOOS LKE PANTENE, SUNSILK, ETC ETC. ARE GOOD ENOUGH FOR TAKING CARE OF
    "HAIR FITNESS" AND SO QUCO COULD WELL BE PROMOTED AS AN AFTER SHOWER HAIR (RE)-FRESHNER AND NOT AS IT IS PRESENTLY OFFERED FOR SALE!!!

    I AM ALSO AN MBA IN MARKETING FROM THE PUNE UNIV. AND I AM VERY MUCH AWARE ABOUT THE 'PULSE' OF THE CONSUMER MR. DARSHAN PATEL!

    ReplyDelete

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