Reckitt claims that Veet is the world’s leading cosmetic depilation brand and is sold in over 50 countries. It is among the core set of power brands for Reckitt Benckiser worldwide. The launch of Veet follows extensive research across the country and a test market which helped identify the huge growth potential in this particular category as also a need among women for a hassle-free mode for personal grooming.

Supermodel Katrina Kaif will be the brand ambassador for Veet in India. Internationally, Veet has always been represented by supermodels. The company added that Kaif’s choice as brand ambassador is in keeping with the product’s correlation with style and fashion. Her pristine beauty and elegance make her the ideal choice for the ideal hair removal cream, Veet.

Veet has been test marketed in Karnataka. Since the entry of Veet, the market has seen a 50 per cent growth in volume from April to August 2004 versus the same period in 2003. Following its introduction in Karnataka in July, Veet has gained a 27 per cent value share of the cosmetic depilation creams base market. In Bangalore, Veet has garnered a 39 per cent share over the same period. With such high consumer acceptance of the product in Karnataka, the company is confident of its success at the national level.