Reckitt Benckiser launches Veet hair removal system

Company release, November 5, 2004

New Delhi

Reckitt Benckiser (India) Limited, a leader in household and personal care products, today announced its foray into the personal grooming sector with the launch of Veet hair removal system in India. Veet is the world's leading cosmetic depilation brand and is sold in over 50 countries. It is among the core set of power brands for Reckitt Benckiser worldwide. The launch of Veet follows extensive research across the country and a test market which helped identify the huge growth potential in this particular category as also a need among women for a hassle-free mode for personal grooming.

Commenting on Reckitt Benckiser's entry into the personal grooming segment, Mr CM Sethi, Managing Director - Reckitt Benckiser (India) said, "The hair removal sector in India is currently valued at Rs 50 crore and projected to double in size over the next few years. With the launch of Veet, we hope to capture a significant market share in this segment. India is a very important market for Reckitt Benckiser and we are committed to bringing the best-of-breed products from our global portfolio to the country. We are confident that Veet will be yet another success story from the Reckitt Benckiser stable."

Supermodel Katrina Kaif will be the brand ambassador for Veet in India. Internationally, Veet has always been represented by supermodels. Kaif's choice as brand ambassador is in keeping with the product's correlation with style and fashion. Her pristine beauty and elegance make her the ideal choice for the ideal hair removal cream, Veet.

Veet has been test marketed in Karnataka. Since the entry of Veet, the market has seen a 50 per cent growth in volume from April to August 2004 versus the same period in 2003. Following its introduction in Karnataka in July, Veet has gained a 27 per cent value share of the cosmetic depilation creams base market. In Bangalore, Veet has garnered a 39 per cent share over the same period. With such high consumer acceptance of the product in Karnataka, the company is confident of its success at the national level.

Veet comes in a modern soft squeeze tube which is far more hygienic than the jars that ordinary creams come in. It comes with a revolutionary, large S-shaped spatula which allows for easy application of the cream and enables close contact with the skin during both application and removal resulting in perfect hair removal. The entire depilation process takes a mere 5 minutes and is more effective than any other cream hair removal system, leaving skin smoother for longer.

Veet Hair Removal System is available in 2 fragrant variants - Sensitive with almond milk extracts and Softening with silk extracts, and is marketed in an attractive international 60 gram pack priced at Rs 60. The cream has no side effects and enjoys accreditation from the British Skin Institute.

In India, Veet hair removal system will be available in cosmetics stores catering to women as well as general stores, in all major cities.

About Reckitt Benckiser (India) Limited

Reckitt Benckiser (India) Limited, formerly known as Reckitt & Colman of India Limited, is a subsidiary of Reckitt Benckiser Plc. Its wide product portfolio includes consumer brands in antiseptic, household care, laundry additives, insect repellents and shoe care categories. The company's brands include the oldest and the biggest names in each of the categories it operates in - Dettol (voted as the most trusted brand as per the 2003 Brand Equity Survey; and the No.1 premium soap in the country), Cherry (No.1 shoe polish), Harpic (No.1 in lav care), Mortein, Disprin, Robin, Colin among others.

In 2003, Reckitt Benckiser (India) Ltd reported sales of Rs 679 crore, which saw an increase of 17 per cent over 2002, and a profit before tax of Rs 86 crore, which marked an increase of 271 per cent over 2002.

For more information contact: Rajyasree Sen (IPAN)

Phone: 011-52492100

Email - rsen@ipan.com