The core target audience is women aged 15-28 years. The brand launch is being backed by a multimedia campaign across the country. This spans television commercials, print ads, hoardings, in-store visibility and on-ground events.

The company issued a release claiming that the Silk-n-Shine hair potion offers consumers the benefit of making hair tangle-free, soft and silky and also nourishes hair with the key ingredient of fruit vitamins. The product is being rolled out across the country after a successful prototype in West Bengal.