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<ul><li>Currently, the male grooming industry is estimated at ₹5,000 crore and is growing at a rapid rate of 50% CAGR. And since there is no brand catering to men for hair removal needs, with Veet’s new venture, the ‘whole pie is poised to grow.’</li><li>The brand has on-boarded Kartik Aaryan as the brand ambassador for Veet Men and launched a new campaign called #FindYourSexy. </li><li>To build a buzz on social media, Kartik Aaryan also started a debate on #BodyHairOrBodyBare -- how do men and women like it? </li></ul>It was in the early 90’s that body hair was considered ‘masculine’ and flaunted on the big screens. And now, with Veet’s entry into the men’s grooming segment, people have started sharing their opinions on men’s body hair - whether they like it bare or natural. Currently, the male grooming industry is estimated at ₹5,000 crore and is growing at a rapid rate of 50% CAGR. And since there is no brand catering to men for hair removal needs, with Veet’s new venture, the ‘whole pie is poised to grow,’ says Pankaj Duhan, Chief Marketing Officer, RB South Asia Health. Veet Men conducted a survey that was focused on finding out what makes a man attractive and the questions were related to body hair. According to the study by InMobi, 87% of women think it is important for men to take care of their grooming and appearance. The study was conducted in August 2019 among men and women of 25 to 44 years of age, across metros including Delhi, Mumbai, Bangalore, Kolkata. While the study was only conducted in metro cities, Duhan says the plan is to expand its presence beyond it. “Our target audience goes well beyond metros. In today’s connected world, we find that adoption of new behaviors and practices is not confined to any specific geography. It’s more about tapping into the right mindset. We are taking our distribution presence to cover all major cities.” Marketing Strategy and Target Audience The brand has already started a conversation on social media to destimagise body hair removal by reaching out to different kinds of influencers such as Shakti Mohan, Neha Dhupia, Krystle D’Souza, Ali Faizal, Apartshakti Khurrana, to name a few. They are sharing their opinions on body hair -- if they like it bare or not. 
 
 
 
 
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 Apart from the social conversation under #FindYourSexy, Veet Men has roped in Kartik Aaryan as its brand ambassador, who is known for his ‘boy next door’ image and cuts across class. “We were looking for a face that genuinely believes in the proposition and embodies the character of the brand. Kartik Aaryan is the right fit to take the brand to all the men across India who want to be better groomed when it comes to their bodies,” says Duhan. “We find that the love of sports, gymming and personal grooming cuts across all Tiers and that’s what the brand appeals to. Our media, distribution plans and choice of ambassador all reflect this strategy,” he adds. Veet Men has also launched a TVC with its endorser Aaryan. #FindYourSexy is a holistic, multi-touchpoint campaign that aims to establish Veet for Men as a one stop solution for body hair removal. 
 
 
 
 
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 Inspiration Behind the New Venture On what inspired Veet, that has been known for catering to women for decades now, to venture into the men’s segment, Duhan says ‘The brand has received a lot of queries and requests on different platforms asking for hair removal products dedicated to men.’ Therefore, Veet thought of creating a new segment of Veet for Men hair removal creams. “Today’s savvy cosmopolitan men are ready to experiment and strive for a well-groomed look. The perception of what a well-groomed man has changed significantly. As a result, male grooming industry is growing significantly. The number of products available and the increasing number of men's saloons indicates that men are already spending big on their grooming. We felt, Indian men are underserved with the kind of solutions present in the market. We combined our consumer understanding and existing expertise residing within Veet to launch the product range,” he elaborates. Right now, there are two variants available – Veet Men Normal and Veet Men Sensitive are available in 25g, 50g and 100 g packs each.

With Veet’s venture into the Rs 5000 crore male-grooming industry, ‘the whole pie is poised to grow’: Pankaj Duhan

<ul><li>Durex has made its entry into the category by launching three <keyword id="8315647" type="UNKNOWN" weightage="20" keywordseo="flavored-condoms">flavored condoms</keyword> - Bubblegum, Wild Berries and Vanilla Popsicle</li><li>The brand got social media influencers talking about a Durex survey that had found out that 74% people want to try something new in bed</li><li>Durex has planned a 360 degree campaign to support its launch</li><li>The brand, which has been seeing a healthy growth, is confident that the launch will help it further increase its reach and appeal to consumers</li></ul> When it comes to coming up with innovative, industry-first products, Durex from <keyword id="73803" type="COMPANY" weightage="20" keywordseo="Reckitt-Benckiser">Reckitt Benckiser</keyword> Group’s stable has been at the forefront. However, it is only now that the brand is entering a segment that most of its competitors are already present in – the flavored condoms segment. In May this year, Durex started a conversation around women’s orgasm and how 70% of women in India don’t orgasm every time during sex. It started a massive conversation on the social media universe with celebrities and influencers joining in. It was a well thought-out campaign that was building up for the launch of its product, Durex Mutual Climax Condoms. For the launch of its three new flavored condoms, Bubblegum, Wild Berries and Vanilla Popsicle, the brand did something similar. It got popular faces like Kenny Sebastian and <keyword id="21659" type="PERSON" weightage="20" keywordseo="anusha-dandekar">Anusha Dandekar</keyword> to talk about the fact that close to 74% people in India want to try out something new in bed. Along with hosting a chat show that was led by Dandekar, the brand has also come up with a digital campaign and will soon launch some video content around the theme. Why venture into flavors? While Durex is one of the most well-known condom brands across the globe, it is surprising that it took so much time to enter the category where most of its competitors are already present. However, for <keyword id="6467266" type="UNKNOWN" weightage="20" keywordseo="Pankaj-Duhan">Pankaj Duhan</keyword>, Chief Marketing Officer, RB Health South Asia, being a late entrant is hardly a concern. “Durex is a very well-known brand, it's a thought leader, it starts conversations and draws a lot of people into the category. In today’s category construct, almost 65% of the category is in flavors and Durex hasn’t played meaningfully in that category segment. So it was logical for us to enter the segment. However, we wanted to launch it in the unique, distinctive way that Durex does without necessarily following the market. So in a category which is full of chocolates and vanillas, we have launched three very different flavors. We have tested it on consumers and the reception has been very positive,” says Duhan. While Durex plays on the premium side of the spectrum, with this launch, the brand is trying to expand its reach. “Our products like Durex Air or Mutual Climax are priced at Rs 200 and Rs 300 respectively for a pack of 10 condoms. However, with this launch, we want to broaden Durex’s appeal, its access and take the brand deeper and make it significantly bigger than what it already is. Therefore, we are pricing these products at Rs 150 for a pack of 10 condoms,” he adds. The anticipated growth Duhan is confident that with its entry into the category, Durex will be able to significantly speed up its growth. Currently, the brand occupies around 12% of the market. “In the past few years, we have succeeded in increasing our market share by 50%. And simply because of the way our past trajectory of success has been, we are actually looking for this new launch to significantly step change versus the past success,” explains Duhan. The brand is looking at going beyond the metros and increasing its presence in smaller cities too.” We are looking at going deeper, both from a conversation and media outreach perspective as well as from a distribution point of view,” he adds. Durex’s marketing strategy He further adds that in terms of marketing, the brand will look at a 360 degree strategy. While he refuses to share the investments that will be made towards pushing the product in the market, he adds that the brand will go all out. “We will go the whole hog on this and money won’t really be a constraining factor,” he shares. He also adds that the campaign will be given a push on digital because that’s the platform where they can have two-way conversations with their consumers. “Our aim is to be able to reach out to our audience and have two-way conversations with them. Therefore the old way of <keyword id="35666" type="COMPANY" weightage="20" keywordseo="advertising">advertising</keyword> only on TV hardly works. The way we have actually gone about some of our recent campaigns have given us substantial business results and is a testament to the fact that when you engage with the consumers, you get them interested and get them to talk to you which is a fantastic way to move forward because there is nothing better than engaging the consumer and having a conversation with them,” he adds. While digital will play a major role in talking about the campaign, the brand will use a 360 degree approach and use TV and OTT channels for its campaign too.

Durex is trying to broaden its appeal and access with its entry into the flavored condoms segment

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With Veet’s venture into the Rs 5000 crore male-grooming industry, ‘the whole pie is poised to grow’: Pankaj Duhan

Karuna Sharma

Durex is trying to broaden its appeal and access with its entry into the flavored condoms segment

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