Godrej Expert – India’s largest selling hair color – in a brighter avataar

mission:happy

happy is sunshine and the smile of your child.

happy is a dhoni six.

happy is smiling at yourself in the mirror.

happy is a head full of shiny bouncy colourful hair.

Godrej Expert’s mission is to make more hair happy and increase the happiness in the world. Because happy hair means happy people.

Godrej Expert – India’s largest selling hair color –

in a brighter avataar

Mumbai: India’s No. 1 brand in the hair colourants category Godrej Expert, announces the re-launch of its brand, with a dazzling mission to make its 4 crore consumer base happier and invites more people to colour their hair.

The New Godrej Expert range is now available in three Colour+Benefits variants – Original, Care and Advanced.

Godrej believes after considerable research that consumers are evolving and need more than just a hair colour. Godrej through this re-launch delivers the most sought after benefits; long lasting colour, range of shades and the promise of soft and strong and happy hair!

Godrej Expert Original trusted by over 4 crore consumers is now available in a new pack. With the time-tested Colour Lock Formula, it is available in Natural Black shade and is priced at Rs.12 per sachet.

Godrej Expert Care is a herbal-based formulation with heena and amla. It cares for hair and keeps them strong while colouring them. At Rs.15 per sachet, the Godrej Expert Care range is available in three shades – Gentle Black, Natural Brown and Burgundy.

Godrej Expert Advanced for the 1^st time ever, brings a Pro-Gel formula with a gel like consistency which does not drip and is easy to spread. It also packs in triple conditioners, which make hair soft and beautiful while adding an attractive coat of colour. Priced at Rs.15 per sachet, the Godrej Expert Advanced range is available in three shades - Gentle Black, Natural Brown and Burgundy.

Nisaba Godrej, President, Human Capital & Innovation, Godrej Industries, says, “While we enjoy being India’s leading hair colour brand and the pioneers in the hair colour category, we don’t rest easily on our past glory. We’re constantly reflecting on how we can use technology and research to ensure that we evolve our brands with the ever changing need of our consumers. Providing differentiated solutions along with happiness is our endeavour”.

Speaking about the re-launch, A. Mahendran, MD of GCPL says, “The re-launch of Godrej Expert is a breakthrough innovation that will fuel the growth of this category. Moving from a shade-based varianting strategy to benefit-based approach has brought about the genesis of the Godrej Expert range available in Original, Care & Advanced variants. This launch will be promoted through the ‘Happy Hair, Happy You’ nationwide communication campaign.”

With the new range of products that do much more than hair colouring, the brand’s mission is to making hair happy. Happy hair means happy people! Godrej Expert is the market leader in its category and enjoys very high brand equity amongst its 4 crore consumers, making it the highest distributed brand in the category. After all, it is one of the fastest selling hair colour brand with sales of 8 sachets per second!

About Godrej Consumer Products Limited

Godrej Consumer Products (GCPL) is a leader among India's Fast Moving Consumer Goods (FMCG) companies, with leading Household and Personal Care Products. Our brands, which include Good knight, Cinthol, Godrej No. 1, Expert, Hit, Jet, Fairglow, Ezee, Protekt and Snuggy, among others, are household names across the country. We are one of the largest marketers of toilet soaps in the country and are also leaders in hair colours and household insecticides. Our ‘Good knight’ brand has been placed at an overall rank 12 and continues to be the most trusted household care brand in the country in Brand Equity’s Most Trusted Brands Survey 2010. We are driven by our mission to continuously enhance the quality of life of consumers in high-growth markets with superior-quality and affordable home care, personal care and hygiene products. We also have a strong emerging presence in markets outside India. The acquisition of Rapidol and Kinky in South Africa have given GCPL leading positions in the fast growing South African ethnic hair care market. As part of increasing its global footprint, GCPL recently acquired Megasari Group, a leading household care company in Indonesia and Issue Group and Argencos, two leading hair colorant companies in Argentina.

Media Contact:

Atul Malikram

9827092823