Denver Beer Shampoo enters personal care market

Denver, a leading deodorant brand, has now entered the shampoo and hair care space with Beer Shampoo. Availability of Denver Beer shampoo in single-use sachets of 7 ml priced at Rs 5   is another innovative marketing tactic that the company is confident will induce trials and help garner volumes.  Other pack sizes include 100ml & 200ml bottles.
 
Saurabh Gupta, CMO, Denver India says, "We used a consumer insight on beer as being good for hair to come up with a winning formula for a beer shampoo. Relying on our in-house R&D, we incorporated beer therapy into this simple-to-use shampoo which also has excellent conditioning properties. We are confident of the fact that we have a winner in Denver Beer Shampoo since it's a great product, attractively packaged at a competitive price point. The retail trade has also so far been very receptive and sales are encouraging.”
 
With this new product, the company is targeting young college goers, and urban consumers within the age group of 16-34. Like men, even women seem to be receptive to the idea of using beer therapy that is credited for smooth and long hair. Hence, the brand is also targeting women, who are more conscious about their hair and spend extra hours on shampooing and conditioning their hair.