CavinKare: Two better than one

CavinKare, the Chennai-based manufacturers of hair care, skin care and personal care products, has recently launched a one of its kind double fragrance talcum powder, Cool Duet. As the name suggests, the talcum powder has two fragrances — first, a ‘flowery minty’ fragrance that helps one start the day feeling fresh and active, and second — one which is activated when the user perspires — is a fruity fragrance which keeps one cool and fresh. S Viswanathan, general manager, marketing services, CavinKare, says, “The technology used is not new, it’s just that the second fragrance is released on contact with water. So when our body sweats, the fruity smell is turned on.”

Actor Genelia D’Souza, brand ambassador for Spinz, will also endorse Cool Duet talc. A new television commercial promoting the product is on air. The company is promoting the talc also through sampling. As Viswanathan says, “Only when consumers use our product once, will they be aware and will purchase it the second time.”

To increase acceptability, Spinz Cool Duet talc is available at four different price points, Rs 6 for 15 grams, Rs 25 for 40 grams, Rs 40 for 90 grams and Rs 100 for 350 grams.

To put things in perspective, Spinz deo was launched in 1997 and became an instant hit with young women because to its fragrance. Over the years, the brand has managed to retain a young, cheerful and modern image. In 1999, the brand was extended to talcum powder. Besides the new Cool Duet variant, Spinz has three fragrances in its talc stable — Exotic, Enchante and Sandal. Cool Duet targets all the talcum powder users with a focus on women in the 25-plus age group.

The Indian talcum powder market is valued at Rs 1,300 crore and is growing at a slow 6-7 per cent. The market is dominated by HUL’s Ponds which has around 50 per cent market share. Second is Johnson & Johnson with 12 per cent share and Spinz is third with 6 per cent share.

CavinKare is currently present in segments including personal care (shampoos, deodorants and creams), food (CavinKare pickles), beverages (fruit-based drinks), home-care (brands include cleaning agents Tex and Topp Mopp), milk and dairy products.