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Skincare product cos double print ad spends

Our Bureau

Chennai , Dec. 8

SKINCARE product companies have doubled print advertising spends while slightly reducing their television budget.

Estimates for this year's January-October period, released by AdEx India, a division of TAM Media Research, shows skincare product companies to have allocated Rs 6.53 crore for print. Last year's number for the same period was Rs 3.12 crore. These figures do not include fairness creams, where the major spenders include HLL and CavinKare.

However, TV spends have fallen from Rs 3.58 crore last year to Rs 3.49 crore in 2004.

Himalaya Drug Company's Pure Herbs Neem accounted for 58 per cent of the category's television spends in the first half of the year.

Ayur Skin Care was a distant second with 19 per cent while Brihans' Greenleaf Multipurpose Gel was third with 14 per cent.

In print, which this year has got nearly Rs 3 crore more than TV from this category, Ayur leads with a 48 per cent share. Aroma Herbal & Ayurvedics, Ipsa Labs, VLCC and L'Oreal are part of the top-five list.

Last year, the category's spends in both TV and print were over Rs 4 crore each.

The category's TV budget peaked in 2002 with spends of over Rs 13 crore.

In print, though, 2004 spends are already far higher than the previous four years for which data is available: in 2000, the allocation was over Rs 90 lakh; in 2001, it was Rs 2.9 crore; in 2002, it was Rs 4.01 crore; and in 2003, it was Rs 4.05 crore.

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