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Godrej enters men's grooming segment, eyes Rs 100 crore revenue

Godrej consumer products will mainly target tier I and II cities for the Cinthol men's grooming product line. The company will use TVCs backed by digital for its product-specific campaigns

Godrej Consumer Products (GCPL) has launched eight new products in the Rs 1,200-crore men’s grooming category through its brand Cinthol.

The company, which will target tier I and II cities, has launched an innovative product line that includes combination products such as face wash and shaving cream, face wash and beard shampoos.

Godrej hopes that brands under its men's grooming category will be able to touch the Rs 100-crore revenue mark in a couple of years. Cinthol, currently, is a Rs 750-crore personal care brand.

The company has got Bollywood actor Harshvardhan Kapoor among other celebrities to endorse the products. Godrej has also unveiled a new tagline Cinthol 'Alive Looks for Awesome Men' for the brand.

sunil kataria

“There are multiple sub-clusters emerging within the men’s grooming market now. Men want to be more and more groomed and hence they are willing to spend money and make some efforts but not so much time. While multiple niches are emerging, two things are not being taken care of; there is no single brand catering to entire male grooming needs,” said Sunil Kataria, CEO, India and SAARC, GCPL.

“Secondly, men want to look groomed as much as women now, but they don’t want to spend so much time. Studies have shown that men in the 18 to 25 years age group spend more money on grooming and personal care products than women in India. But they want it simple, quick and in combinations. There is no simplified-disruptive solution in the market. When this brief was given to R&D, they came up with 20 different products. We have disruptive products like face wash and shaving cream together,” he added. Godrej has planned to launch more products in several other segments as the company hopes to increase its revenues by 25% through an innovative product line.

Male grooming range also marks the entry of Cinthol in skin and hair segments in India. With Cinthol Shave + Face Wash, GCPL is targeting a combined market of Rs 620 crore of shaving cream (Rs 300 crore) and men’s face wash (Rs 320 crore).

Cinthol After Shave + After Trim targets the aftershave market valued at Rs 100 crore. Cinthol Hair Cream and Hair Gel focus on the combined market of hair styling pegged at Rs 240 crore of hair gel (Rs 200 crore) and hair cream (Rs 40 crore). The brand is also tapping the Rs 100 crore market of beard care through Cinthol Beard + Face Wash.

As the men's product line is innovative, Godrej will also come up with short ‘how to’ videos on digital media.

“Our TVC is all about these explorer awesome men. We want to show the ideology of Cinthol in the typical-adventure-form; people who live life to the fullest, explore life. However, while we will do TVC which will remain our main-stay, digital videos will play a very big role in the male grooming strategy. TVCs will do a great job of awareness, but a big chunk of trail generation will happen through digital communication where you can interact. We will use our Facebook page, Twitter and YouTube to keep it interactive. E-commerce is also a very important platform where interaction can happen through product reviews,” Kataria said.

Creativeland Asia is the creative agency on the account as it already handles the Cinthol brand. Madison is the media agency on record, while Mindshare takes care of the digital mandate of the brand.


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