Elder appoints Leo Burnett for new male grooming products

Elder Pharmaceuticals is all set to launch new products in the male grooming segment, particularly ranges that are lifestyle oriented. Following its earlier foray into male grooming, with the fairness cream, Fair One Man, Elder Pharma’s new products will be more in the stylish toiletries category, including soaps, shampoos and deodorants for men.

The creative duties for the toiletries range has moved to Leo Burnett following a multi-agency pitch. Leo Burnett’s appointment was confirmed to agencyfaqs! by Ravi Agarwal, vice-president, marketing, Elder Pharmaceuticals.

According to sources in the know, the size of the business is estimated to be upwards of Rs 10 crore, and Elder will launch some four or five brands under its toiletries range.

For the record, Elder’s fairness cream for men, Fair One Man, was launched amidst much fanfare last year, with Elder’s own managing director and popular television actor, Dr Anuj Saxena, endorsing it. In a high voltage campaign (involving ad spends of Rs 1 crore on the TVC alone), the brand tried to carve a niche for itself, competing with the likes of HUL’s Fair & Lovely Menz Activ and Emami Fair & Handsome.

The new male toiletries range from Elder will face competition from companies such as Marico, Godrej Sara Lee and HUL, which have already established a strong presence in the lifestyle male grooming market.