Dhar & Hoon entrusted with Revlon's personal care division

The brand portfolio of the personal care division includes Colorsilk, Touch & Glow, Charlie and Top Brass, besides Absolutes

November last, Dhar & Hoon had won Absolutes, the ‘whitening products' range from Modi Revlon's personal care division, following a multi-agency pitch. Absolutes, however, was just one of the many brands in the company's personal care division, and the allocation of the other brands in the portfolio had been in abeyance. Now a decision has been taken - Dhar & Hoon has been awarded the entire brand portfolio of the division.

This, in effect, means that the agency is now in charge of the advertising for Colorsilk hair colour, Touch & Glow fairness cream, Charlie body spray and perfumes, Flex shampoo-cum-conditioner, Revlon professional beauty parlour products and hair cream, a soon-to-be-launched men's hair grooming range called Top Brass, and the a new skin care range (cleansers, moisturiser, sunscreen) of Touch & Glow. All this, besides Absolutes, of course. The incremental gain for the agency is in the vicinity of Rs 5-6 crore. For the record, Grey Worldwide will continue to service Revlon's colour cosmetics division (which includes lipsticks, nail paint and foundations).

To put things in perspective, last year, Revlon (from Modi Revlon, a 76:24 JV between Modi Mundi Pharma and Revlon, USA) made a strategic change by cleaving its product range into two divisions -colour cosmetics and personal care. The rationale behind this was to "widen the exposure of personal care products", says Sanjeev Kapoor, director, sales & marketing, personal care division, Modi Revlon.

He asserts the structural change has borne fruit. While he does not share the turnover of the personal care division for the last calendar year (2002), he says that it recorded a 105-per cent growth over calendar year 2001. He also claimed that personal care's revenue contribution (to the total revenue of the company) has gone up to 38 per cent, in comparison to 2001, when the revenue being generated from the division was about 25 per cent of the total revenue. On the other hand, the revenue contribution from the cosmetics colour division has apparently dropped from 75 per cent (2001) to 62 per cent (2002). Kapoor attributes the increase in the revenue from personal care to the sound distribution network the division now has. "We have really improved our distribution," he avers. © 2003 agencyfaqs!