Godrej Consumer Products launches new Godrej Expert Rich Crème hair color product

Nevin Barich

MUMBAI, India , November 23, 2012 (press release) – What if you were offered a hair colour that gives parlour-like colour on your tresses without all the mess and within your budget? As unbelievable as this might sound, the truth is that Godrej Consumer Products Limited (GCPL), a leading player in the FMCG industry in India, has launched such a product - the all new Godrej Expert Rich Crème hair colour.

For the first time in India, a crème hair colour is being launched in convenient pre-measured sachets, making it extremely easy-to-use. This product is a unique crème hair colour which is enriched with the goodness of aloe-protein and keeps the hair soft & shiny. Its ‘no ammonia formula’ helps retain hair protein, leaving your hair strong and healthy.

In today’s fast paced world, what the consumer wants is a solution without having to compromise on quality, time or money. Being an easy to use, simple, hassle free product which can help you transform your look at home in a short period of time is what gives Godrej Expert Rich Crème hair colour an edge over the rest.

Announcing the launch, Mr. Sunil Kataria, Executive Vice President, Marketing and Sales, Godrej Consumer Products Limited said, “While we enjoy being India's leading hair colour brand, we are constantly re-thinking and re-engineering our offerings, coming up with innovations that create new benchmarks to serve the evolving needs of the consumers. Godrej Expert Rich Crème is a breakthrough innovation at multiple levels. It’s the first time in India that a Crème Hair Colour is being offered in premeasured sachets making hair colouring extremely convenient. Expert Rich Crème also offers a complete one-stop solution by way of a Hair Colouring Kit, to hand-hold the first timers. We are confident that this cutting-edge product will deliver a significantly superior experience to the consumers and spiral up the category growth.”
Variants

Godrej Expert Rich Crème is available in 5 long lasting shades -

1. Natural Black

2. Black Brown

3. Dark Brown

4. Natural Brown

5. Burgundy

Godrej Expert Rich Crème is priced at an unbelievable Rs. 30/- for a single use pack, which has a sachet each of colour & developer. It is also offered as a part of a revolutionary hair colouring kit priced at Rs. 59/- containing a colour sachet, a developer sachet, a hair colouring brush, a mixing bowl, pair of gloves, ear caps, stain removal wipes & conditioner. The best part is Godrej Expert Rich Crème perfectly maintains the quality of your hair, as it has zero ammonia to help retain the protein content in your hair and keep it strong. The in-built aloe proteins and conditioners, easy-to-use sachets and amazing fragrance make colouring a pleasurable experience! rand (Godrej Expert) Background:

Godrej started its journey in the hair colour category way back in 1974 with its shampoo based liquid hair dye. That was the beginning of a great future. We have, ever since, revolutionized the category. We introduced hair colour in powder format, making hair colouring an absolutely simple and convenient process.

Then came 1995, when Godrej started the so called “sachet revolution” in hair colours, with the launch of powder hair dye sachet. Available at Rs.7, this gave the power of hair colouring to every Indian! So, we created the hair colour market & we democratized the hair colour market!

But we didn’t stop there, we moved ahead, launched shades in powders, and pushed the powder formula with herbal-based powder hair colour. We then went on to create one of the most innovative products in this category, a never seen before product - a powder that becomes a gel, Godrej Expert Advanced. This non-drip product with extra conditioning overcame many of the existing format limitations and made powder hair colouring a hassle-free, non-messy affair.

About Godrej Consumer Products Ltd:

Godrej Consumer Products Ltd (GCPL) is a major player in the Indian FMCG market, with leading Household and Personal Care Products. Our brands, which include GoodKnight, Cinthol, Godrej No. 1, Expert, Nupur, aer, Hit, Fairglow, Ezee and Protekt 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. Three of our brands (GoodKnight, Cinthol and Godrej No.1) are ranked among the 100 most trusted brands in the country by Economic Times - Brand Equity.

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. As part of increasing our global footprint, we recently acquired 60% rights in Cosmetica Nacional, a Chilean hair colour company. The acquisition of the pan-African Darling Group, and Rapidol and Kinky in South Africa have given GCPL leading positions in the fast growing African ethnic hair care market. With acquisitions in West Africa, the Megasari Group, a leading household care company in Indonesia and Issue Group and Argencos, two leading hair colorant companies in Argentina, Keyline Brands in the United Kingdom, and Godrej Global Mideast FZE, we own international brands and trademarks in Asia (ex. India), Latam, Africa, Europe,
Australia, Canada and the Middle East.

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