Yardley brand to launch soaps in India
25 Aug 2009
The well-known Yardley brand of soap will be launched in India next month. Lornamead, a $220-million UK-based company owns the heritage Yardley brand. The company is also looking for a brand ambassador
The company also plans to launch the shampoo brand Finesse in October, having already launched Yardley talcs and deodorants a few months ago.
Yardley soaps in the Indfian market will be priced Rs40 per 100gm bar.
The focus is on increasing the topline and building volumes. The thrust will be on packaging and pack sizes. The soaps, talcs and deos are available in lavender, English rose, jasmine, sandal and red rose varieties.
The talcs are priced Rs100 for 200gm and the deos Rs140 for 150ml.
The products are being retailed at high-traffic outlets such as malls, large department stores and chain stores such as Big Bazaar, Spencer's and Shoppers Stop.
Yardley is a $70-million brand and the bulk of its market is split across the UK, the US and West Asia. Lornamead is investing in the brand and has spent around Rs 30 crore on advertising in the past four months.
The Finesse range will initially be test-marketed in Delhi.
