Marico has revamped Livon's formulation, packaging and communication. A look at the effort.
Marico's hair care brand Livon Serum, just got a makeover. In its latest avatar, the brand is all set to add a 'swag' to its customers' lives.
To convey the new proposition, Marico has launched a campaign, 'Pretty girl swag'. Executed by DDB Mudra, it features Bollywood actress Kangana Ranaut as Livon's first ever brand ambassador. The ad showcases Ranaut enjoying her hair and life wholeheartedly, with no strings attached whatsoever. The television-led campaign that will be on-air for 12 weeks, from October to March, is also being supported digitally.
So, what's new about Livon? Enriched with vitamin E, the 'next-generation Livon Serum' is an ultra-lightweight formulation, and comes with a fragrance for the first time. In addition to the new brand look that curiously resembles the cover of a fashion magazine, there has been another significant change at the packaging level. Livon Serum will now be available in single use sachets as well.
For instance, says Aggarwal, the biggest challenge for college-going girls is to keep their hair from getting tangled. This insight propelled the brand to position itself as a detangling serum. But, the revamped product has an additional functional benefit of damage protection.
Livon: On a rewind mode
Brand Livon was originally owned by the Ahmedabad-based Paras Pharmaceuticals. It was bought by the UK-based Reckitt Benckiser in December 2010. In the wake of this announcement and its subsequent execution in 2011, the creative duties of many of Paras' brands, including Livon, were reviewed. After the reshuffle, Cut the Crap retained the Livon account, which it took over from Mudra in 2010.
In early 2012, Marico acquired a part of the personal care business (which had earlier belonged to Paras Pharma) from Reckitt Benckiser. This included among other brands, Livon, the creative mandate for which was assigned to DDB Mudra in December 2012.