Cuticura wakes up its customers with new branding

Cuticura, the age old iconic brand from Cholayil Private Ltd. gets into a new direction with their Cuticura Talc with its new branding “Skincare Simplified", which tries to give consumers a more ‘unique’ reason for using this talc in modern times. Cholayil Private Ltd., decided to look into the sunscreen segment and the possibility to offer consumers a simpler and inexpensive solution. The result was Cuticura Talc, with Sunscreen.

“We see a significant opportunity for Cuticura to be developed as a skin care mother brand; with an immediate positioning of simple skincare solutions so that the consumer can maintain her natural beauty. This foray can be immediately led through the powder category with Cuticura Talc, which already has a very strong freshness based equity”, said Murari Srinivasa, Head Marketing & NPD, Cholayil Private Ltd.,

“The task for marketing was single minded - to leverage current equity, while staying relevant to the modern day consumer in our focus markets,” adds their team.

Stark Communication and Cholayil worked closely to arrive at the communication that would take the Cuticura brand forward. The communication needed to get away from ‘subtle and soft’ skincare advertising and move into a space that would break the clutter. For the in-store branding Posters, Danglers and shelf strips are planned for Cuticura. And for new market penetration for their other famous brand Medimix they have developed Hanger Packs (POP) for penetrating into the grocers and pharma space. The Hanger Pack will be developed for Turmeric variant - 125 g SKU and Face wash - 15 ml SKU. Also they will be deploying promoters across Modern Trade to conduct dry sampling for the customers. For Medimix they are also targeting to reach out to 5000-8000 stores across West and North markets.

“When you have a memorable brand that hasn’t spoken to its fan base or its potential consumers for a while; the objective becomes very clear. To shake up the market and get it talking about Cuticura. And we had a lot to say” adds Murari.