Himalaya Herbals connects with shoppers through face care regime

Himalaya Herbals promoted their Purifying Neem Face Care variant by highlighting the entire face care regime through Category Captaincy in 13 outlets of Star Bazaar at Mumbai, Pune, Surat, Ahmedabad and Bangalore. Speaking to P-O-P, Hemang Vasani - Brand Manager, Himalaya Herbals Face Care, says, "Himalaya being the leader in the face care segment, the objective was to generate trials for face washes, face scrubs and face packs, and grow these categories. The awareness of Himalaya Purifying Neem Face Wash, Purifying Neem Face Scrub and Purifying Neem Face Pack amongst the customers is pretty high. We wanted to use this and build the regimen for Pure Skin Facial.  With a simple communication of using these products in three easy steps, we developed and implemented the innovation aimed at developing these categories on ground.”

Speaking about the execution of the activation, Madhu Ganesh Mohan, OMG's Head - Retail Design mentions, "Fabrication was done at OMG's Delhi facility that houses our R&D & innovation team. All components - Bay Breaker, Bay Header, Shelf Lighting were backlit, giving a sublime yet effective eye-catching look for the aisle where these products were stocked. We used materials like Snapfit aluminium frames with LED lighting.”

On the innovation, Manjushree Gowda, Manager Customer Marketing - Modern Trade, Himalaya Herbals said, "Face wash as a category is a high involvement one. Customers want to know about the brand and be very sure of what they are buying. Unlike other competitive categories like deodorants, where trials at the store are possible, in this category, the customers purchase brands they trust. The bigger challenge is in the face scrubs and face packs/masks category where the penetration of these categories is low. Hence the communication "Step 1, Step 2, Step 3” was targeted at upgrading face wash users to use face scrubs and face packs as well. Thus, the objective was to develop an innovation where the customers understand the importance of using deep cleansing products (face scrubs and face packs) along with face wash. We converted the bay breakers which traditionally are meant for communication only, also ring-parasites which can hold the product as well. The benefit of such a parasite is that it gives the customers a feeling of "Picking-up” a product for themselves, unlike a traditional parasite, which is an additional shelf and covered from all sides. This parasite gives complete visibility of the product and it reinforces the communication of the 3 steps to Pure Skin facial.”

Going further, Himalaya is planning to expand this activity from Star Bazaar stores to other Key MT retail chains very soon.