| Schwarzkopf Silkience, available in eight
shades - five basic colours and three fashion colours - is positioned
as an up-market product. Silkience is available in black, dark brown,
burgundy, medium brown, natural brown, wild auburn, violet brown and
golden chocolate. Schwarzkopf Palette is available in six shades:
natural black, dark brown, medium brown, light brown, dark chestnut
and burgundy.
Henkel Spic India Limited (HSIL), incorporated in 1987, is jointly
promoted by M/S Henkel KgaA, Germany and M/S Tamilnadu Petroproducts
Limited (TPL). Recently HSIL has merged with Henkel India Ltd. The
company's product portfolio includes international brands like Henko,
Mr. White, Pril and Fa, besides domestic brands like Margo, Neem
Toothpaste, Aramusk, Tuhina and Chek.
|
Henkel
will be adopting a 360 degree multimedia approach towards the marketing
and promotions of the newly launched brands. Says Helkel India MD
A Satishkumar, "We will be driving the promotions through television
commercials, merchandising, visibility programmes, beauty advisors
and also through our online and hotline facilities. Safety, 100 per
cent grey coverage and fashion are the three elements that would constitute
the USP of the products."
The
company has entrusted creative duties of the new products to two agencies:
Mudra and TBWA India. While Mudra will handle the creatives of Silkience,
the Palette account is with TBWA. During the product launch, the company
also unveiled the new commercials. The Silkience TVC is an international
commercial adapted to the Indian scenario.