Press release
16 Feb 2013
HLL forays into deo market under the brand name MOODS
Thiruvananthapuram, February 14: Next time you walk into a drug store and say “Moods please!” don’t forget to mention a condom or a deodorant.
The hugely popular “Moods”, which has been a scorching success as a masculine contraceptive device, has now lent its brand image to a new product range--deodorant for men.
Dabbling in India’s lucrative deodorant segment having a market size pegged at Rs 900 crore, HLL (HLL Lifecare Ltd), a Mini Ratna public sector global healthcare company and leading provider of quality condoms like Moods, launched Moods Deo in four variants – TEEZE, FLING, VINK and 4PLAY--here yesterday.
Moods Deo variants are intended to target young consumers in the 18-30 age groups, particularly the urban male go-getter. The brand promises “CONFIDENCE IN A CAN” with a catchy tagline, ‘The Scent Of My Man!’
“We plan to project the product as the catalyst that rejuvenates and strengthens confidence by helping them overcome all challenges and turning them desirable,” said Dr. M. Ayyappan, Chairman and Managing Director of the Thiruvananthapuram-based HLL, while launching the deodorant range.
As for the USP of the product in the deodorant market which has more than 350 brands, Dr. Ayyappan said, “It is round the clock confidence with fragrances developed by renowned perfumers and inspired by global trends.”
All the four variants have a distinct fragrance. Teeze is mix of Aqua and Oriental Marine; Fling is based on a mixture of Woody with Citrus; Vink contains Citrus, Spicy & Floral ingredients; and 4PLAY is a mix of Spicy with Floral and Fruity notes.
“Moods Deo is refreshing and distinct from other products in the market. Like the phenomenal success of Moods condom, we are expecting a good demand for Moods deo as well,” the HLL CMD said. “The tagline for Moods condom is -- Your time, Your place, Your moods. For Moods deodorant, the fragrance is pleasing round the clock and it surely competes favourably with the best in the market.”
The four variants, developed by S H Kelkar, Symrise (Germany) and Robertet (Italy), were chosen through an extensive consumer research in the country.
Men's deodorant forms about 75 per cent of the market with a share of about Rs 675 crore. Deodorant sales grew by 40 per cent in 2010 as compared to a year earlier. It is projected to grow at 18 per cent CAGR (compound annual growth rate) over next five years.
HLL, which aggregated a record business of Rs. 1112 crore during the fiscal 2011- 2012, has set a sales target of Rs 4.19 crore from Moods deodorant sales during the current financial year.
Starting as a single product company, HLL (formerly Hindustan Latex Ltd) has now transformed into a total contraceptive and holistic healthcare solution provider. It has emerged as the market leader in contraceptives and ranks amongst the top manufacturers globally.
The company’s growing portfolio of products and services includes contraceptives, hospital products, pharmaceuticals, Ayurvedic, personal hygiene products, diagnostic kits. Its portfolio of services includes Diagnostics Services Infrastructure Development, Procurement Consultancy and Facility Management.
The hugely popular “Moods”, which has been a scorching success as a masculine contraceptive device, has now lent its brand image to a new product range--deodorant for men.
Dabbling in India’s lucrative deodorant segment having a market size pegged at Rs 900 crore, HLL (HLL Lifecare Ltd), a Mini Ratna public sector global healthcare company and leading provider of quality condoms like Moods, launched Moods Deo in four variants – TEEZE, FLING, VINK and 4PLAY--here yesterday.
Moods Deo variants are intended to target young consumers in the 18-30 age groups, particularly the urban male go-getter. The brand promises “CONFIDENCE IN A CAN” with a catchy tagline, ‘The Scent Of My Man!’
“We plan to project the product as the catalyst that rejuvenates and strengthens confidence by helping them overcome all challenges and turning them desirable,” said Dr. M. Ayyappan, Chairman and Managing Director of the Thiruvananthapuram-based HLL, while launching the deodorant range.
As for the USP of the product in the deodorant market which has more than 350 brands, Dr. Ayyappan said, “It is round the clock confidence with fragrances developed by renowned perfumers and inspired by global trends.”
All the four variants have a distinct fragrance. Teeze is mix of Aqua and Oriental Marine; Fling is based on a mixture of Woody with Citrus; Vink contains Citrus, Spicy & Floral ingredients; and 4PLAY is a mix of Spicy with Floral and Fruity notes.
“Moods Deo is refreshing and distinct from other products in the market. Like the phenomenal success of Moods condom, we are expecting a good demand for Moods deo as well,” the HLL CMD said. “The tagline for Moods condom is -- Your time, Your place, Your moods. For Moods deodorant, the fragrance is pleasing round the clock and it surely competes favourably with the best in the market.”
The four variants, developed by S H Kelkar, Symrise (Germany) and Robertet (Italy), were chosen through an extensive consumer research in the country.
Men's deodorant forms about 75 per cent of the market with a share of about Rs 675 crore. Deodorant sales grew by 40 per cent in 2010 as compared to a year earlier. It is projected to grow at 18 per cent CAGR (compound annual growth rate) over next five years.
HLL, which aggregated a record business of Rs. 1112 crore during the fiscal 2011- 2012, has set a sales target of Rs 4.19 crore from Moods deodorant sales during the current financial year.
Starting as a single product company, HLL (formerly Hindustan Latex Ltd) has now transformed into a total contraceptive and holistic healthcare solution provider. It has emerged as the market leader in contraceptives and ranks amongst the top manufacturers globally.
The company’s growing portfolio of products and services includes contraceptives, hospital products, pharmaceuticals, Ayurvedic, personal hygiene products, diagnostic kits. Its portfolio of services includes Diagnostics Services Infrastructure Development, Procurement Consultancy and Facility Management.
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