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Sara Lee extends Brylcreem brand to men's toiletries

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Mr Pradeep Kumar, Managing Director, Sara Lee TTK Pvt Ltd, and Mr T.T. Raghunathan, Director, TTK group, at the launch of the new range of men's toiletries on Wednesday.

CHENNAI, June 19

SARA Lee TTK Pvt Ltd, a 100 per cent subsidiary of Sara Lee Corporation, has launched an entire range of men's toiletries under the Brylcreem banner, supported by a Rs 5 crore advertising campaign, according to Mr V.S.Pradeep Kumar, Managing Director, Sara Lee TTK.

The range of toiletries, which will include shaving gels, deo sprays, after shaves and deo talcs, will initially be launched in Tamil Nadu and Karnataka and will go national shortly. The shaving gel and deo spray will be the core offerings.

The Brylcreem men's toiletries come in two fragrances - Ocean Fresh and Marine Sport. Mr Pradeep Kumar said that these fragrances were internationally in vogue and "most preferred perfume options for men'' not just in India but also in South East Asia.

Mr Pradeep Kumar said that though Brylcreem was a well-known brand in India, the brand lost ground as it did not come up with new offerings. After Sara Lee acquired the brand from Smithkline Beecham in 1993, the brand was repositioned as a young, cool and upwardly mobile one which helped in garnering more share.

For instance, in the hair cream market, Brylcreem had a market share of 42 per cent in 1996 that has grown to 72 per cent in 2002. In the hair gel market, the brand in 1998 had a market share of five per cent while now the share is 70 per cent.

The increase in market shares also coincides with the growth of the men's toiletries market in India, which is estimated to be in the region of Rs 250 crore. This market is also growing at a rate of 12 per cent to 15 per cent, with each of the segments growing at the same rate except talc which was slower, Mr Pradeep Kumar said.

He said that the company has spotted a business opportunity in men's toiletries and launched the products under the Brylcreem brand. Worldwide, Sara Lee the brand owner of Brylcreem, has built expertise in the area of male grooming with dedicated teams working on product innovations and improvements. The company's research and development centres are located in the Philippines and India for the Asian region and in the UK for Europe.

Sara Lee TTK P.Ltd, which started as a joint venture between the Sara Lee Corporation, US, and the TTK Group in October 1993, has in January this year become a 100 per cent subsidiary of Sara Lee. Sara Lee TTK.P.Ltd has a distribution arrangement with the TTK Group for its Kiwi and Brylcreem ranges and with Godrej Sara Lee for its household cleansers.

The advertising for the launch was developed by R.K.Swamy BBDO and will be used in other markets in South East Asia too, Mr Pradeep Kumar said.

The products, which are manufactured in India, will be exported to Bangladesh, Sri Lanka, Nepal, South Korea and North Korea in three to six months time.

Sara Lee TTK P.Ltd has a turnover of $ 15 million of which Brylcreem's share is $6 million, Mr Pradeep Kumar said.

Women's toiletries

One of the company's products - Eva, a range of women's toiletries, will be hived off to the TTK group shortly, Mr Pradeep Kumar said. He said the product, which is called `She' and `Miss' in other South East Asian markets was more of a regional product. This range has a turnover of $ 2 million, he said.

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