P&G launches new shampoo to meet needs of Indian consumers


MUMBAI: Procter & Gamble recently launched Asia's No. 1 shampoo - Rejoice, in India with the aim to meet the unique needs of the Indian consumers.

Priced at Rs 39 for a 100 ml bottle and Rs 2 for a 7.5 ml sachet, Rejoice claims to have a strong global heritage, and is the largest selling shampoo in Asia (China, Japan, Singapore, Thailand, Philippines, Hong Kong, Indonesia, Malaysia, Vietnam, etc.).



Actor Karishma Kapoor at the launch of P&G's new shampoo Rejoice

It's patented 'Micro-Silicone' conditioning technology gives twice as smooth, detangled and easy to comb hair than ordinary shampoos or the combination of home remedies such as henna, amla, reetha and shikakai. Secondly, given the diversity of Indian consumers and their varied hair needs, P&G has launched Rejoice in three unique variants: Rich, Complete, and Silky Clean.

Sharing perspective on the launch, P&G India MD Shantanu Khosla said, "P&G is the world leader in hair care and we are launching Rejoice in India because one of the biggest unmet needs of Indian women is smooth, detangled, and easy to comb hair. Its patented 'Micro-Silicone' conditioning technology ensures twice as smooth and easy to comb hair versus ordinary shampoos. We have customised the product and are making it available at affordable prices so that majority of Indians can experience the unbelievably smooth hair Rejoice has to offer."

Rejoice is being endorsed by the All India Beauticians' and Hairdressers' Association (AIBHA). According to AIBHA president Lily Madhok, "One of the biggest hair complaints of Indian women is 'tangles'. How many of us experience a smooth glide of the comb through our hair every day? I have tried Rejoice myself and on some of my clients, and it did give very smooth hair that was a pleasure to comb through. In the vast array of hair care products available today, I have yet to come across a more effective and affordable product than Rejoice to get smooth, tangle free hair."

Rejoice is available at all general and chemists stores in attractive neon green packaging, supported with attractive point-of-sale materials, mass media advertising and house-to-house sampling to close to two million households.

In 2002-03, Rejoice notched global sales of $500 million annually and has had Tennis Star Michael Chang, leading Asian celebrity hair stylists such as Gusnaldi (Indonesia) and James Cooper (Philippines) as endorsers.

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