Sunday, August 17, 2014

Layer'r Shot Deo : Pure Fragrance, Nothing Else

Brand : Layer'r
Company : Adjavis Venture Ltd (AVL)
Brand Analysis Count : # 547


Layer'r was launched in 2013 by AVL which was founded by Mr Devandra Patil. Mr Patil was a co-founder of Paras Pharmaceuticals and later the brothers of Paras decided to start on their own after selling Paras to Reckitt.One of the brothers, Darshan Patel started the Fogg brand under the company Vini Cosmetics which recently became the market leader in the deo category. Devendra Patel entered the deo market with two brands- Layer'r Shot for men and Wottagirl for women.
In the highly cluttered market for deos, the key success factor lies in the differentiation. The market is hotting up with majors like ITC entering the market with its Engage brand which gobbled up around 6% share within a short span of time.
Taking a cue from the success of Fogg, Layer'r has put in some thought with regard to the differentiation. The brand has rightly decided to move away from the " seduction" theme and has gone for some rational approach.
Layer'r differentiation is on the packaging. For the first time in the deo category, the brand has gone in for a transparent packaging. While most of the fragrance products like perfumes comes in transparent bottles, its is the first time that a deo has chosen to be packaged in a clear bottle.
With the USP of transparency, Layer'r has decided to position itself on the bases of " Pure" attribute which is presented in the form of transparent bottle. The brand has adopted the tagline " Pure fragrance , Nothing Else"
Another interesting fact is that the brand calls it a fragrant body spray rather than a deo. Hence the brand is also trying to create a product category different from deo ( in a way) saying that  deo is old style. So the brand is saying to the consumers to ditch the deo and adopt fragrant body spray. Although body spray products are already there in the market, but it is the first time that a brand has pitched itself against the deos.

Along with the packaging, Layer'r has gone in for a celebrity endorsement by the bollywood star Imran Khan. The campaign featuring Imran Khan take a dig at brands like Fogg by saying that  one cannot know what is inside the bottle of deos since you cannot see it.
Watch the campaigns here : Layer'r 1, Layer'r 2
With regard to the USP of the brand, the transparency of the bottle cannot be sustained because anyone can come with a deo in a transparent bottle.
Another differentiator that Layer'r tries to bring is in terms of a  product category of fragrant body spray. But Layer'r is not trying to say why a fragrant body spray is different /better than the usual deo.
The transparent bottle seems to be a good proposition as far as the brand trials are concerned. The added strength of the celebrity endorser will help the brand get trials at the retailer end.
While the competition has almost killed the Axe's positioning of   " seduction" , the Fogg's proposition of  " No gas " bottles has become the next target. New deo brands are now targeting Fogg. Envy brand is already talking about 1000 sprays and now Layer'r talking about transparent perfumes.
Attaining Points of Difference  in the deo market has now become a herculean task for marketers.