Emami, the Rs 1,700 crore homegrown FMCG company in India has entered the light hair oils segment with the launch of its Emami 7 Oils in One. Actress Yami Gautam has been roped in as brand ambassador. Developed in collaboration with International hair expert Tony Pearce & Indian hair expert/specialists, Emami claims that the oil will offer an expert formulation for damage repair and give superior nourishment.
Speaking on the occasion, Priti A. Sureka, Director, Emami, said: “Light hair oil is an animated territory clocking a consistent 12.8 percent growth in an otherwise saturated Rs 8,000 crore hair oil category. Young consumers are opting for the value added propositions of light hair oils with traditional hair oils facing consumer headwinds. Emami 7 Oils in One aims to gain a firm foothold in the growing and yet fragmented segment of light hair oils by establishing itself as the dominant player in the next few years. Yami Gautam represents the contemporary, modern woman with evolving needs and hence complements the brand image.”
According to the company officials, Emami 7 Oils in One is enriched with proteins, vitamins and minerals derived from a combination of almond, coconut, amla, argan, and olive, walnut and jojoba oils. It also has 7 herbal aushad complex, which is an amalgamation of 7 herbs namely Brahmi, Arnica, Henna, Lata Kasturi, Meethi, Bhringraj and Japa.
The pan-India rollout of the product is currently under way. It will be available in all metros, tier I and II cities across the country, except in the Southern market. The launch of the new Emami 7 Oils in One will be supported by a 360 degree integrated communication. Emami 7 Oils in One will be available in 50 ml and 100 ml bottles priced at Rs 28 and Rs 55, respectively. The product will also have 3-ml trial sachet options, priced at Re1 each.