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Sachets may have revolutionised packaging for shampoos, but now, it is the turn of facewash brands to ride on the phenomenon.
While Ahmedabad-based Zydus Wellness has launched ₹1 sachets for its Everyuth Naturals brand, The Himalaya Drug Company, another consumer goods maker, is also considering launching its facewash products in small packets to drive sales in the ₹1,200-crore category.
Unlike other consumer goods categories such as soaps and shampoos which are facing single digit growth, facewash is a relatively new under-penetrated segment (estimated at less than 20 per cent), but the pace of growth has slowed down from 25-35 per cent last year to 15 per cent this year, according to Nielsen.
While there are 20-odd facewash brands in the country, Hindustan Unilever Ltd is the market leader with its plethora of brands such as Pears, Ponds, Fair & Lovely and Lakme.
It’s to be noted that the sachets were launched by Everyuth, a challenger brand from Zydus, and not by the market leader.
Interestingly, when CavinKare launched its Chik shampoos in sachets, it was not the market leader, and a similar story is possibly happening in the facewash category as well.
“The sachet will make facewash accessible to the masses and drive penetration of the category,” said Elkana Ezekiel, Managing Director, Zydus Wellness.
Facewash brands have always been sold in tubes.
Himalaya now says it will also consider launching sachets.
“We will consider sachets in facewash. Currently we are planning to reduce the size of our Neem Express tubes from 15 ml to 5 ml at ₹5 to get new users,” said Philipe Haydon, CEO, The Himalaya Drug Company.
The Bangalore-based company has already introduced its shampoos in sachets.
Segmenting the facewash category with different variants is another method to drive growth.
Apart from the staid variants such as anti-acne and oil control, new segments such as whitening, anti-aging and other higher order benefits are being explored by facewash players.
Heightened competition among facewash brands has also led to increased ad spends (estimated at ₹250 crore) with brand ambassadors such as Alia Bhat (Garnier’s Pure Active Neem facewash) and Varun Dhawan (Pond’s Energy charge facewash) trying to get more users into the category.
Zydus Wellness has roped in actor Nargris Fakri, who recently launched the ₹1 Everyuth Naturals sachets.
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