Marico, producers of Parachute range of hair care products in the GCC, have made a foray into the hair grooming market by introducing "GO hair gel" after two years of extensive research and product development. With the debut of the alcohol free hair gel into this new market segment, Marico hope to become a formidable force in the hair care market.
Speaking on the launch of "Go Gel", Mr Prashant Vatkar, Business Head, Marico Limited, said, "Today's teenagers and young adults are spending more time and money on hair grooming and hair care products in their quest to keep up with the latest trends and fashion fads. Consumer education and insights have also led to today's youngsters making intelligent buying decisions and not blindly follow fashion trends."
"Our research findings revealed that the majority of the consumers targeted were in need of a hair gel which does not damage hair yet is able to maintain a firm hold. This led to the development of an alcohol free hair gel which is gentle on hair yet able to perform well. In addition, regional sensitivities as well as environmental issues were other major concerns raised which further reinforced the need for an alcohol free product", Mr Prashant added.
Marico had commission 3 leading research agencies namely Rohm & Haas Personal Care, Taylor Nelson Sofres and Synovate to conduct stringent product testing and consumer usage trials before the brand name and package design were identified. Their findings revealed that most of the target audience could relate to the name "Go" which indicates on the move and vitality, hence the brand name. Since the hair gels are targeted at the youth market, visual impact was vital in attracting and inducing purchase. As such, bright colours with funky graphics were chosen to associate the brand with being hip, trendy and stylish.
"Go hair gel", which has a pleasant fragrance, comes in three variants, namely "Wet Look", "Normal Hold" and "Extra Hold", to suit the varying hair style requirements of the discerning consumer. Available at most leading retail chains and supermarkets in the UAE, "Go Hair Gel" is competitively priced.
Source : ArabianBusiness.com