Having secured a one per cent value share over the
three month period since its launch, Hindustan Unilever
Ltd (HUL) is now set to take its Dove haircare brand to
malls and beauty parlours.
company has also allocated part of its promotion and advertising
budget on the internet and mobile platforms to further
increase awareness about the brand.
company is planning to target 12 - 13 malls across metros
by setting up ''hairwash domes'', where consumers can come
in for a free hairwash experience.
of these consumers would have the option of getting themselves
photographed by professional photographers, and have their
photographs displayed at a hair exhibition to be organised
by the company under the tag ''Dove beautiful hair gallery''.
evaluate consumer concerns and perceptions about their
hair, HUL is surveying women consumers on how they feel
about their hair, and whether they are really happy with
hairwash experience would be provided to consumers who
have been unhappy with their hair. The Dove photo-gallery
exhibition is to be the culmination of HUL''s concept of
''Real Women, Real Beauty'', with Dove showcasing pictures
of real women.
is being positioned as a wellness brand; differentiated
form HUL''s other beauty hair care brands such as Sunsilk
and Clinic. The company plans to leverage the brand to
create a new segment in hair care, with the new treatments
available under the Dove brand in conditioning and nourishment.
the price and product overlaps with other hair care brands,
HUL wants to build Dove on the wellness platform, expanding
on the equity of its soap brand under the same name.