Dabur Oxylife: A Facial Conclave

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | January 27, 2011
In order to promote its newly launched product, OxyLife Professional Facial Kit, Dabur has rolled out an on-ground activity that aims to reach about 1,500-2,000 beauty parlours across the country.

India's leading FMCG player, Dabur has rolled out an on-ground activity to promote its OxyLife Professional Facial Kit, which was launched at the beginning of this year.

In this two-month-long, on-ground campaign, the company, along with activation partner Percept Activ, will conduct Beauty Professionals Seminars in 12 tier I and tier II cities. These are: Delhi, Mumbai, Chennai, Kolkata, Bengaluru, Hyderabad, Ahmedabad, Pune, Lucknow, Ludhiana, Chandigarh and Amritsar.

The seminars would educate the targeted audience -- that is, category A, B and C beauty parlours -- about the various facials the kit offers, and also provide demonstrations. The brand has also tied up with various beauty experts, who will talk about beauty and skincare, along with giving live demos of the product.

The kit, priced at Rs 990, exclusively targets the professional channel. Therefore, this activity aims to reach these professionals directly across the country. The objective of the campaign is to educate parlours on how oxygen revives the skin, and how other available products in the market do not meet this need.

One of the challenges that the company sees -- and which it wants to address through this seminar -- is to communicate that pure oxygen molecules help individuals retain the tone of their skin. This will be communicated by the company's R&D team at the seminar.

For the execution of this activity, the company will leverage its in-house parlour service team, which caters to the needs of over 20,000 beauty parlours across the country. This team will interact with the parlours to promote participation at the seminars. The company plans to reach about 1,500-2,000 beauty parlours across the country through this activity.

This launch also marks Dabur's entry into the professional skincare market. "With Oxylife Professional Facial Kit, we are tapping into a big opportunity in the professional space. We have a large, dedicated team for the professional channel, and we plan to utilise their expertise for making this kit available to parlours," says Vikas Mittal, executive vice president, marketing (Personal Care), Dabur India.

Dabur also has the Fem, Oxy and Saka ranges of fairness bleaches.

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