In a bid to take on rivals, Olay and Garnier, head on, in the anti-ageing segment, FMCG giant, HUL, will now locally manufacture its anti-ageing products to bring down the prices. It has already begun the local production of ‘Pond’s Age Miracle’, which targets the lower-end consumer. It will soon start the local production of ‘Pond’s Gold Radiance’, which is the premium anti-ageing range from the Pond’s portfolio.
“With local manufacturing we have reduced the price of the Pond’s Age Miracle range with price points now at Rs299, Rs199 and Rs99 to make the benefit more accessible to consumers,” a HUL spokesperson was quoted as saying.
At present, Procter & Gamble is the market leader in the anti-ageing cream segment. It sells ‘Olay Total Effects’ with prices starting from Rs599. Garnier, which is a brand positioned by French cosmetic giant, L’Oreal, in the mass segment, has products like ‘Garnier Anti ageing Cream’ and Skin Naturals – Wrinkle Lift Anti-ageing cream.’
Posted on: 24.11.2010