Brand Update : HUL acquires VWash

 In an interesting move, the FMCG giant HUL acquired the intimate wash brand VWash from Glenmark pharmaceuticals. VWash is the market leader in the Rs 50 crore female intimate hygiene market which is yet to gather penetration into the mainstream market and has remained a niche. 

VWash is credited with the creation and popularisation of this category through high profile marketing featuring celebrities. The brand is expected to grow fast under HUL owing to the deep market knowledge and distribution strength owned by the FMCG giant. 

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Brand Update : Dettol Claims No.1 Spot in Indian Soap Category

In an interesting development, Dettol soap has claimed to be the number one soap in the India soap market, beating the long-reigning market leader Lifebuoy. The claim to the throne is helped largely by the Covid-19 pandemic. 

What is interesting is that both Lifebuoy and Dettol share similar positioning centred around health. Dettol is more focused on the health platform concentrating on the germ-killing benefit derived from the parent Dettol Antiseptic lotion. If the claim of Dettol is true, it is largely because of two factors. First, in this fearful era of the pandemic, consumers chose the safe option of germ-killing soap rather than a more generic promise of health. The second factor aiding the Dettol's success is the large number of soap variants launched by the brand. Dettol in the recent past launched many variants like menthol, aloe vera, Dettol with moisturisers. These variants helped attract the consumers who didn't like the original, more clinical parent version. 

To be fair to Lifebuoy, the market leader too did put a fight promoting its soap as a germ-killer but the legacy of Dettol was too strong for Lifebuoy to beat.

 

Brand Update : Fogg extends to talcum powder

As for any successful brands, it has to happen to Fogg also- Brand Extension. Fogg has extended itself into talcum powder category. It is a surprise move since according to certain reports, talcum powder market in India, worth at Rs 1400 crore, is on a decline thanks to the growing reach of deodorants. How ever, this hasn't stopped Fogg from launching the talcum product under the brand Fogg Master. 

The launch ad carries the same setting of the Fogg deodorant ad featuring the retailers. The new product is positioned based on the perfume content. It is an interesting move especially when the category is declining. Maybe it is to get into the minds of existing talcum powder users who may move later into the deodorant category.