HLL Once Again Offers Outstanding Consumer Value; Sunsilk Naturals Bottles Made More Affordable

As a market leader with over 50% market share in the shampoo market, Hindustan Lever Limited (HLL) believes that it can lead market growth by driving consumption and frequency of usage. Bottle packs play a significant role in this. Major innovation and value improvement initiatives on these bottle packs can deliver outstanding value to consumers and thereby drive consumption and growth.

The new pack sizes and prices of Sunsilk Naturals is as follows:

Sunsilk Naturals is also available in a 40 ml bottle priced at Rs.10, and sachets of 50 paise, Re.1 and Rs.2.00.

In the December Quarter of 2003, HLL had relaunched Sunsilk shampoo as Sunsilk Naturals with significantly enhanced formulation and new variants. The Sunsilk brand today has the best of Unilever formulations across the world. The range now comprises Sunsilk Naturals Silky Strength with Henna & Lotus extracts, Sunsilk Naturals Black Shine with Amla & Sunflower extracts, Sunsilk Naturals Curl Control with Milk Proteins, and Sunsilk Naturals Anti-dandruff with Curd and Lemon.

The new affordable prices of Sunsilk Naturals bottles have been finalised, following the overwhelming consumer response to HLL’s buy-one-get-one-free initiative on Clinic Plus and Sunsilk Naturals shampoo bottles March 2004.

In April 2004, HLL had relaunched Clinic Plus, India’s largest selling shampoo, with five most important hair health benefits at more affordable price points. The new prices of Clinic Plus are:

Clinic Plus also has a 25-ml bottle, priced at Rs.5, which will be aggressively distributed across the country. Clinic Plus is also available in sachets of 50 paise, Re.1 and Rs.2

HLL's initiatives in growing the shampoo market through low unit price single-use sachets, offering Outstanding Consumer Value, has been extremely successful and has played a vital role in building volumes in the sachet segment. The present strategic move is designed to offer a similar Outstanding Consumer Value to users of shampoo bottles.

While delivering Outstanding Consumer Value through such initiatives, the company is confident that with scale economies, appropriate sourcing and leveraging its established skills in supply chain efficiencies, it will be able to neutralise significant part of the cost of this initiative over time while fortifying its market position.

Besides Clinic Plus and Sunsilk naturals, HLL’s shampoo portfolio comprises Clinic All Clear, India’s largest selling dandruff control shampoo, Ayush Dandruff Nashak Shampoo, and Lux.