Product tested as per International benchmarks; Trails conducted for over two years
21 stunning hair colour shades along with an extensive care range including Shampoos, masks and styling serums made for Indian hair
The hair colour market in India is pretty fragmented and disorganized. Despite the fact that increasingly both men and women are applying and adopting hair colour for multiple reasons – to look young, for fashion purposes and at times because they are inspired by celebrities, the purchase and consumption is rather hazy.
There are multiple brands available for what is called the ‘at home market’ where basically a user buys a hair colour from the retail channel and most often applies it him/herself at home and at times takes it to the local saloon which they patronize and asks their barber to apply it for them. This ‘at home market’ forms a large chunk of the hair colour sales and is increasingly undercutting price to stay competitive and drive sales.
However, there is an important segment which consumes hair colour not at home but at the salon. Here the choice of colour and its post application regime is largely determined by the hair stylist based on the brand that particular salon is pushing or stocking. Plenty of times popular chain of salons are stocking just one brand of hair colour (monopolistic situation) and thus leave the consumer with slim choice. Importantly the price of the tube of hair colour is also something the consumer is not too concerned about since the customer is charged by the salon as a service (most salons have different prices for the exact same colour).
Godrej Professional is entering the latter and though the pricing approach is not something that seems to be changing, it definitely seems like the choice of hair colour is set to increase in leading salons in Delhi, Mumbai, Bangalore & Pune, the four markets where its launching in its first phase. The launch of Godrej Professional was held at an event at Taj Palace in Delhi and included an informative conversation with three hair stylists apart from an introduction by Mr. Sudhir Kakkar, category head. This was followed by a well curated ramp show exhibiting some funky hair styles by male & female models on some pulsating music.
The press launch was preceded by a trade launch and most leading salons seemed to be part of it thus reinforcing the fact that now Godrej Professional hair colour will be available for customers to choose from when they enter a salon. Best part of the product is that it’s ammonia free, yet it provides adequate uplift for grey hair. The product has been in the R&D phase for almost two years and is now ready to serve as an effective option for customers. Apart from the hair colour range (most and not all of it are ammonia free), Godrej Professional also launched products in the post care regime including four variants of shampoos depending on hair type, oils and serums. Godrej Professional seems to be focused on addressing the needs of both concealment of grey and fashion colours. So it’s time to Go Pro.
Talking about the launch, Sunil Kataria, Business Head – India and SAARC, Godrej Consumer Products Limited (GCPL) said, “Given our hair category presence and know-how of Indian hair, entering the professional hair space was the next most obvious move. We are proud to launch of Godrej Professional, a full range of scientific colour, care, finish, backwash and technical products, all specifically created for Indian hair. With this launch we have a larger objective in mind, which is to elevate the ‘Salonists’. With industry stalwarts, we have put together a refined skill education academy, which will be made available to Salonists 24×7 through an app. Adding to this, is the first ever social platform for the Salonists to share work and establish themselves in the industry – inbuilt in the app. The Godrej Professional offering of world-class products, skills and sharing opportunities, will take the entire salon business to the next level.”
Celebrated hairstylist & Godrej Professional consultant Asha Hariharan said, “The Professional hair product category in India borrows heavily from the west, discounting the difference in our hair, weather and lifestyle. Each Godrej Professional product is created for Indian hair, keeping in mind the melanin and oil content present in Indian hair, which ensures a noticeable difference in the product performance.”
With years of research & development and global exposure, the Godrej Professional range, brings the best of the natural ingredients and science of Indian hair together. The colour range consists of 21 stunning hair colour shades, all specifically created for Indian hair. The ‘No Ammonia’ crème hair colour range has been designed for longer colour retention and 100% grey coverage, with the power of Argan oil for healthy hair. The ‘Colour Play’ range of hi-lift colour formulations bring about brilliant colours with intense, visible results on dark Indian hair.
To ensure great hair health, Godrej Professional also offers a complete care range comprising of shampoos, masks and styling serums. Developed with high performance formulas and infused with natural ingredients like Avocado, Honey, Argan oil, Quinoa and Keratin, the range helps strengthen weak hair, smoothen treated hair, fight dry frizzy hair along with restoring health for thin hair.
To empower the Salon industry as a whole, a unique Godrej Professional online academy has been developed. The objective is to help ‘Salonists’ and hair experts transform the quality of Professional hair care in India by bringing hair expertise at a click of a button. The mobile application will help the Salonist learn new cuts, styles, ways to apply colour, develop new technical capabilities etc. complete with extensive modules and loyalty programmes. It aims to be the one stop destination for Salonists to up their game !