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The trend started in 1983, when Cavin Kare introduced the most innovative packaging concept in India’s fast-moving consumer goods (<keyword id="34523" type="CITY" weightage="60" keywordseo="fmcg">FMCG</keyword>) history by launching its Chik <keyword id="44692" type="UNKNOWN" weightage="100" keywordseo="Shampoo">shampoo</keyword> in sachets for Rs 1. That one step revolutionized not just the shampoo segment, but also the entire FMCG sector in the country, and today, sachets make up for more than 75% of the total volume of the shampoo segment. Since then, sachets have played quite a role in mobilizing FMCG products in India. Sachets have now become popular in the skincare and haircare segment too, including face creams, face wash, hair color etc. Can sachets create the same magic for the entire skincare and haircare segment, like it did for shampoo?

	The new wave of sachets<o:p></o:p>

	Gujarat-based company, <a href="http://www.business-standard.com/search?type=news&amp;q=Zydus">Zydus </a>Wellness, (which has brands like Sugar Free, <a href="http://www.business-standard.com/search?type=news&amp;q=Nutralite">Nutralite </a>and <keyword id="1162382" type="UNKNOWN" weightage="80" keywordseo="EverYuth">Everyuth</keyword>) recently launched facewash in sachet, a first in the product category. These sachets are priced at Rs 1.

	According to experts, this can be a breakthrough for the brand in the face wash category, especially with all the big brands wrestling it out in this field. The sachet strategy gives Everyuth an advantage, especially in the rural areas and villages, where face wash is not a regular product. This can help the brand boost its volumes and capture the bottom of the pyramid in this product category. If <keyword id="178761" type="COMPANY" weightage="80" keywordseo="Hindustan-Unilever-Limited">Hindustan Unilever Limited</keyword> (HUL) decides to follow this strategy for face wash, it can win more consumers thanks to its strong distribution network in the hinterlands of the country.

	HUL had applied the sachet strategy for its flagship fairness brand <keyword id="413087" type="UNKNOWN" weightage="80" keywordseo="Fair-Lovely">Fair &amp; Lovely</keyword> cream a few years ago. In fact, market reports suggest that sachets account for more than 50% of Fair &amp; Lovely’s sale in India. Encouraged by the success of sachets in fairness cream category, Garnier skin naturals launched Garnier Fair Miracle and Garnier White in Rs 10 sachet to capture the market.

	Next in sachet category is hair colour creams. To compete with powder hair dye which is preferred by masses, L'Oreal launched its hair colour, Garnier Black Naturals, in a sachet of just Rs 39, whereas any other cream-based hair colour costs Rs 100. This clearly gives Garnier Color Naturals an edge in the mass market. This helps the product increase its overall sales. This is quite a shift in strategy for the brand as globally, it prices its products higher but in India, it is targeting the lower-end customer.

	Clearly, one can see that sachet packaging is increasingly being adopted by various companies in skincare and haircare category to tap the bottom of the pyramid of India’s FMCG market.

	Why sachets work in the Indian market<o:p></o:p>

	The question that comes to one’s mind is what makes sachets such a success in the Indian market. Firstly, Indian consumers are always up for value for money. Through sachets, they get to use an expensive product for a very low cost. Secondly, due to the low cost, new consumers who have never tried the product/brand are more inclined to give it a try. After a few uses, some of these consumers may upgrade to other products of the brand.

	Way forward for FMCG marketers<o:p></o:p>

	Certainly, there lies a big opportunity for marketers in the skincare and haircare categories. They can expand their consumer base by utilizing the real potential of sachets in many sub categories of the cosmetic segment, which are not so popular among the masses, like anti-aging creams, sunscreen, night creams, etc. Sachets can really be a complete game changer for marketers in these categories and even others. <o:p></o:p>

How Are Sachets Changing The Game In Skin And Haircare

Best face scrub for smooth and glowing skin in India

Exfoliating your skin is a very important part of skincare. It helps in removing dead skin cells from the surface of your skin. <keyword id="975814" type="PERSON" weightage="20" keywordseo="Face-Scrubs">Face scrubs</keyword> are the best way to exfoliate your skin and here are some of the <keyword id="8136042" type="UNKNOWN" weightage="20" keywordseo="best-face-scrubs">best face scrubs</keyword> that you will absolutely love. <bulletContentEmbed name="B004X33GGA" columns="1"><bulletContentHeading name="B004X33GGA_head"><div type="image" title="Top Pick" msid="80040719" hostid="261"></div></columnHeadThumb>B004X33GGA</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B004X33GGA_body"><bulletContentRow name="B004X33GGA_4105984494511256"><bulletContentRowHeading><bulletContentRowHead col="1">Biotique Bio Papaya Revitalizing Tan Removal Scrub, 75g</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Living in a country like India, getting a tan is very normal. This scrub from Biotique is extremely beneficial and is a must have if you reside in extremely hot weather conditions. It is made up of 100% naturaI ingredients and revitalises, exfoliates and purifies your skin.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B004X33GGA_6002687273548636"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This is a unisex face scrub.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B00DRE0TDY" columns="1"><bulletContentHeading name="B00DRE0TDY_head"><div type="image" title="Editor&amp;#39;s Pick" msid="80040751" hostid="261"></div></columnHeadThumb>B00DRE0TDY</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B00DRE0TDY_body"><bulletContentRow name="B00DRE0TDY_8410817326906552"><bulletContentRowHeading><bulletContentRowHead col="1">Everyuth Naturals Exfoliating Walnut Scrub, 200gm, Tube</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The Everyuth Naturals exfoliating walnut scrub is enriched with the goodness of real walnuts to fight against blemishes, pimples and skin damage. It is very easy to use and leaves a clean, clear and glowing after effect on your face. Get rid of your black heads, exfoliate your dead skin cells and revitalise your skin with this amazing scrub from Everyuth.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B00DRE0TDY_9002844628395961"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Suitable for all skin types.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B00791FF2Q" columns="1"><bulletContentHeading name="B00791FF2Q_head"><div type="image" title="Popular Pick" msid="80040781" hostid="261"></div></columnHeadThumb>B00791FF2Q</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B00791FF2Q_body"><bulletContentRow name="B00791FF2Q_7531550498036878"><bulletContentRowHeading><bulletContentRowHead col="1">Lotus Herbals White Glow Oatmeal And Yogurt Skin Whitening Scrub, 100g</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This scrub from Lotus Herbals comes with the goodness of oatmeal &amp; yoghurt. The scrub helps in removing dirt and impurities from your face. It also helps in removing blackheads and whiteheads from your skin. It gives you a shining and glowing clear skin after using.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B00791FF2Q_6739145089833554"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Suitable for both men &amp; women.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B0762RDN8P" columns="1"><bulletContentHeading name="B0762RDN8P_head"><div type="image" title="Must Have" msid="80040821" hostid="261"></div></columnHeadThumb>B0762RDN8P</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B0762RDN8P_body"><bulletContentRow name="B0762RDN8P_3272651538993964"><bulletContentRowHeading><bulletContentRowHead col="1">Khadi Mauri Herbal Apricot Face Scrub Dead Skin Remover &amp; Revitalises Health, 210 Ml</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The Khadi Mauri Herbal apricot face scrub has multiple benefits. This scrub helps in reducing wrinkles, removing blemishes &amp; blackheads as well as moisturising your skin. It exfoliates the dead skin, revitalises your skin and gives you the perfect glow. It also helps you to fight against skin infections.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B0762RDN8P_6571603588208808"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Made up of natural extracts and is free from harmful chemicals.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B07K4JWGV9" columns="1"><bulletContentHeading name="B07K4JWGV9_head"><div type="image" title="Also Consider" msid="80040895" hostid="261"></div></columnHeadThumb>B07K4JWGV9</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07K4JWGV9_body"><bulletContentRow name="B07K4JWGV9_0831439987546325"><bulletContentRowHeading><bulletContentRowHead col="1">mCaffeine Naked &amp; Raw Coffee Face Scrub, 100 g | Vitamin E | Tan Removal | Oily/Normal Skin | Paraben &amp; SLS Free</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This face scrub from mCaffeine is enriched with the goodness of argan oil, vitamin-E, coffee, walnut and hibiscus. The scrub helps you to nourish and soften your skin. It also exfoliates and polishes your skin, making the skin smooth and providing a healthy glow to it. This face scrub helps to regenerate your face cells and prevents premature aging of your skin. Suitable for oily and normal skin types, it is a unisex face scrub.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07K4JWGV9_6155764330438461"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">It is cruelty &amp; paraben free.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B006LXAZ5U" columns="1"><bulletContentHeading name="B006LXAZ5U_head"><div type="image" title="Best Alternative" msid="80040965" hostid="261"></div></columnHeadThumb>B006LXAZ5U</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B006LXAZ5U_body"><bulletContentRow name="B006LXAZ5U_8225206028655443"><bulletContentRowHeading><bulletContentRowHead col="1">Lotus Herbals Apriscrub Fresh Apricot Scrub, 100g</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This scrub from Lotus Herbals comes with the goodness of walnut shell powder, glycerine, corn, cetyl alcohol &amp; calendula oil. It helps you to exfoliate your skin, remove dead skin cells and deeply cleanses the skin. This scrub nourishes &amp; restores the moisture of the skin.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B006LXAZ5U_1416406387194772"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Suitable for normal skin type.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed>

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How Are Sachets Changing The Game In Skin And Haircare

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