Parachute Advansed refined hair oil (with fruity perfume) is the latest introduction from Marico. Parachute has always strived to remain relevant to every new generation. It is a brand that is backed by years of trust and heritage and it aims at using the same equity to appeal to the young Indian consumer. Launched in 2004, the Parachute Advansed refined hair oil comes packed in a sleek looking, light blue translucent bottle.
The Consumer:
Today's young Indian consumer is very aware of the brand Parachute. She is modern in outlook, she is demanding and she knows she has several choices in brands. She believes in the goodness and the nourishing properties of coconut oil. But she is also exposed to different brands that are great in terms of looks and sensorial. While she may still believe in the goodness Parachute offers, she needs a product that is in tune with her current needs.
Consumer Verbatim:
"Coconut oil is good but I don't like the coconut smell."- Pooja - 18 year old from HR College. "I know that coconut oil is very nourishing but why does it have to be sticky?" - Rhea - 16year old - from Jai hind College.
The Product:
The product is a direct result of consumer needs. Parachute Advansed is refined coconut hair oil with a pleasing fruity fragrance. It is also lighter than other coconut oils, which makes it ideal for the young, appearance conscious consumer.
The Approach:
The entire communication package is single minded towards driving the fragrance aspect of the oil. Aimed at the young target audience, it showcases their life and shows how the product is relevant to them.
The Consumer:
