September 2006

India’s FMCG major, The Emami group has announced its entry into the highly competitive Kesh Kala hair dye market with the launch of its products – Mr Black & Mrs Black. Keeping in sync with the concept of specific requirements for men and women’s hairs, Emami’s very own brand in the Leave-on segment vows not only to provide colour but also boost the vibrancy of hair. In keeping with its reputation of providing world-class products at affordable rates, this latest offering from the Emami stable comes in collaboration with Activor Corp, USA.

The products are specialist hair dyes for men with ingredients such as walnut, blackberry & 2X sunscreens and with amla, almond and herbal sunscreens for women. Needless to say the products have been developed keeping in mind the specific requirements of the Indian user. With the Kesh Kala market dominated by a solo brand, the Emami group believes it can leverage its presence through innovative products, designed to provide maximum benefit for its users. A very special feature about Mr Black and Mrs Black Herbal Kesh Kala is the presence of time-tested ingredients in its products. These would not only help the colour to be long lasting but would also help hair retain its health and vibrancy.

This strategy on launching two variants is based on the inherent belief that “Men and Women are different – so their hair is also different”.

It is noteworthy that Compared to female hair, male hair is:

1. 3 times more exposed to UV rays
2. 5 times more exposed to pollution
3. 2 times more exposed to stress factors
4. Daily exposed to washing

On the other hand, compared to men, women have:

1. 2 times gentler scalp system
2. 5 times more tangle prone hair

Emami’s offering of different hair dyes with distinct benefits for men and women intrinsic to their special needs has not been addressed till date. The idea is to impress upon the users to perceive Mr Black and Mrs Black as products which are ‘new, relevant and specialist’. The branding would also complement and highlight the ‘specialist’ nature of the product.

Mr Black has been specially created for men that meets all their expectations and needs in every aspect and detail – from formula to fragrance, texture to benefits, ingredients to efficacy. It is beneficial for men in many ways, which include:

1. Helps prevent hair loss & damage due to pollution, stress & other elements
2.Strengthens hair
3. Does not fade despite frequent washes
4. Gives a natural colour with envious shine

On the other hand, Mrs Black has been created for women that nourishes, conditions and detangles hair while making it naturally black. Mrs Black is specially enriched with amla, almonds & herbal sunscreens that are gentler on women’s hair. Mrs. Black works on the vital differences in female hair conditions proven clinically. It

1. Conditions & detangles hair easily
2. Gives longer lasting black hair
3. Gives thicker fuller hair

The price for a 50 ml pack of Mr Black is Rs 22 while a 100 ml pack of Mrs Black is competitively priced at Rs 35.

Speaking on the launch of these products, Ms Priti Sureka, Director, Emami Group of Companies said, “These two innovative products once again reflect the group’s growing focus on providing quality products at affordable prices. We have felt the need to give to our customers products which are tailor-made for them and have no side effects. Both Mr Black and Mrs Black together with providing colour nourish the hair as well. We look forward to providing different variants of these brands during times to come.”