The brand aims to increase its market share in India with a more appealing packaging resonating with Indian consumers
Mumbai - 14 February2022: Global beauty brand Revlon has a strong hair color portfolio in India and offers an extensive range of hair color brands. After establishing its niche in the Indian market, TOP SPEED relaunches its product packaging with Indian models for the first time. The strategic decision comes as a move to acquire new customers in a highly competitive market.
Revlon’s most premium brand in the hair color market, TOP SPEED, offers a unique 5-minute color technology for easy application along with Mother of Pearl & Ginseng root extracts for shiny and nourished hair. Over the years, TOP SPEED has developed a loyal set of consumers. However, extensive research to understand the needs of today's consumers revealed that the current product packaging was not in line with the expectations of the Indian consumer. In an effort to increase brand appeal, Revlon worked with renowned photographer Rafique Sayed – known for his artistic vision and having worked with some of the top brands in the hair color category. The new packaging went through a rigorous process of photoshoots and postproduction to match global standards while retaining imagery to appeal to the Indian consumers.
TOP SPEED’s new packaging also presents a QR code, which can be scanned for a more detailed understanding on product usage instructions, key features and benefits. The brand always seeks to give consumers the finest coloring experience with a complete kit – 2 types of combs, gloves along with colorant, developer, and conditioner.
Commenting on the new packaging, Mr. Will Pugh, Vice President - Umesh Modi Group (Revlon) said “Over the last three decades, Revlon TOP SPEED has gained the loyalty of millions across India. The process of research and redesigning our packaging is a testament to our commitment towards their needs. We look forward to their support through consistent and constructive feedback that helps us achieve a wider market share while offering best in class makeup and personal care products.”
The new packaging is expected to roll out across India during February - March 2023.