Sponsorships of beauty and fashion pageants is fast becoming a part of the growth of hair and beauty brands. This year, Mumbai based hair brand Streax has invested in sponsoring the Pantaloons Femina Miss Femina contest which is to be held in end-April in Mumbai. Ashish Chhabra, Executive Director, HRI India talks about the company`s association with such beauty pageants.
What is this association all about?
It`s really a brand building exercise which will cost an approximate a crore of rupees. This is one of the largest beauty pageants at this time and since Streax is largely a woman-centric product, this directly reaches our target audience.
What new you have done in terms of marketing promotions?
The Streax hair color is now packed with a wild card insert, which needs to be filled out and sent back. A lucky winner can find herself as the wild card entry and on the ramp of the pageant.
How Streax journey been so far?
Streax is a six year old brand. We have 14 shades in two sizes, and have always done a lot of advertising on TV. In India, hair dyes sell the most, but color is growing at the fast pace. We have brands in skin and haircare but focusing on hair – we want to specialize in this area. Our group turnover is Rs 200 billion. We have two plants in India and one Bangladesh.