Hindustan Lever Takes Major Step In Delivering Outstanding Consumer Value In Shampoos

As a first step towards this major thrust in growing the shampoo market, HLL has started an aggressive and innovative consumer value improvement initiative on Sunsilk and Clinic Plus shampoos. This mega initiative is a “Buy one get one free” offer for consumers who buy any bottles of these brands. This marks the company’s first initiative towards a philosophy of “Outstanding Consumer Value (OCV)”. This will be taken forward through other initiatives in this category that will follow.

HLL'sinitiatives 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.

Clinic Plus Shampoo: The strategic role of Clinic Plus in HLL’s shampoo brand portfolio has been one of market growth by attracting new users and greater consumption. In line with this a strategic value initiative is being launched on Clinic Plus to attract sachet users to use bottles -- an unprecedented “One bottle free on every purchase of a bottle of Clinic Plus”.

SunsilkShampoo: HLL recently relaunched Sunsilk as Sunsilk Naturals with significantly enhanced formulation and new variants. The Sunsilk brand today has the best of Unilever formulations across the world and in the company’s own Consumer Market Research proven to be the best in the Indian market. The new OCV initiative on Sunsilk is aimed at providing consumers an incentive of “One bottle free on every purchase of a bottle of Sunsilk”. This offer, which doubles the consumer value of Sunsilk, will provide consumers with an opportunity to experience the new, improved Sunsilk Naturals shampoos.

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.