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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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