Hindustan Unilever prepares Citra for India launch

By Natasha Spencer

- Last updated on GMT

Hindustan Unilever to launch Citra in India

Related tags: Unilever, Hindustan unilever, Skin

Consumer goods company Hindustan Unilever (HUL) reveals it is getting set to bring its skin care brand, Citra, to India.

Herbal positioning 

Following the release of the company’s results for the quarter ending 31st March 2017, HUL’s management team announced on 17th May that as part of its strategic plan, it will increase the activities and presence of its herbal specialist brands.

Citra skin care will accompany HUL’s existing Ayurvedic brand, Indulekha, by answer consumers’ demands for herbal ingredients in the Indian cosmetics market.

The brand, which is currently available in Indonesia and Thailand in Asia, targets female consumers aged between 15 to 35 years old with its ranges of facial wash, moisturisers, hand and body lotions and body scrubs.

Strong personal care sector

HUL’s personal care sector saw growth in multiple segments, strengthened by the price and input cost stabilisation and strong brand presence of household names Pears and Dove

The relaunch of Fair & Lovely in the skin care sector also led to HUL’s healthy quarterly results, along with double-digit growth in the hair care segment and innovation in its beauty label Lakmé Colour Cosmetics.

Commenting on HUL’s 4% domestic consumer business growth, Harish Manwani, Chairman of the company said: "In a challenging year, we delivered a resilient performance by managing our business dynamically and responding with agility to the changing external environment.”

Economic landscape

The introduction of Goods & Services Tax (GST) has placed tax on the manufacture, sale and consumption of goods throughout India, and must now form part of Indian personal care companies’ strategic plans.   

Herbal, natural and Ayurvedic products featured highly on cosmetics shopping preferences, with India’s strong growth in this trend expected to continue over the next few years, Euromonitor International reports.

With the company’s developed product portfolio, multiple price points and strong distribution agreements, HUL remains a leading cosmetics firm in the Indian marketplace, alongside its biggest competitors L'Oréal India and Colgate-Palmolive India.

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