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Parachute Aftershower Hair Cream |
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Parachute Aftershower Hair Cream for men, is a hair styling cream that can be used daily to style your hair. It has Aqua Moisturisers & since it is made in an oil-in-water emulsion, it is completely non-sticky. Parachute Aftershower Hair Cream contains coconut milk proteins which keeps hair nourished.
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 Evolution:
The need for males to look good has never been more important. More and more males in India are realizing the importance of “great looking hair” & want a product that can be used to “style hair daily.”
Parachute Aftershower Hair Cream was launched in Mumbai in March 2005, as a prototype (test-market). Within 2 months of its launch in Mumbai, it grabbed an impressive 28% market share, which it has increased (October'05 %MS is 36%). It was launched pan India in August 2005. Within 3 months of its launch (October 2005), it has touched a 25% market share of the All India hair cream market. |
Our Consumers:
Our consumers are young males, SEC A,B 15 - 34 years, who are medium to heavy users of hair oil. They are heavily dependent on the use of shaving gel, foam, deos and colognes. These young males want a hair styling product, which is non sticky and can be used everyday.
Contributors to Parachute Aftershower hair cream’s success:
The brand has been launched nationally only in August 2005, hence cannot qualify as a success yet. However if the prototype results are anything to go by, we firmly believe that it has the necessary recipe for success, which is a combination of – a great product (non sticky & good fragrance) and a compelling proposition (“Style on…everyday”) aimed at an unfulfilled consumer need. Moreover, the product has proved to be a winner in consumer research. Last but not the least the equity of the Parachute brand name is ranked as one of the most trusted brands in India.
