RYNX DEODORANT

Rynx Deodorant

Rynx Deodorant

Introduction

Reliance Industries ltd is a globally renowned brand. At the heart of the Rynx Deodorant philosophy is a profound belief in the intimacy of the experience that they offer-their high-quality designer lingerie is designed to stimulate, enchant, and arouse both wearers and their partners. The company has become a phenomenal success, with fragrance and beauty lines, a shoe line, an award-winning website, an expanding collection of books, and with more than 40 boutiques worldwide. India's deodorant and antiperspirant industry is part of the cosmetics and toiletries market, which was worth about Rs 140 billion in 2002. The market grew at almost 6% in current value terms over 2001. Sun care and deodorants posted the strongest growth during this period. Marketing and educational initiatives by leading players such as Henkel SPIC and Hindustan Lever assisted the growth in the deodorants market. Changes in consumer behavior also fueled the demand. The leader, Hindustan Lever, with its large portfolio of brands and products, accounted for approximately 41% of total value sales. Each of the other major players had about an 8.5% value share. Newer companies like Cavincare have also managed to garner a reasonable market share. Revlon, J L Morrison, L'Oreal are some of the major multinationals in the industry. The players with a significant presence in deodorant and antiperspirant brands are Hindustan Lever, L'Oreal, YSL, Procter & Gamble, JK Helene Curtis, Baccarose, and Menezes Cosmetics etc.

Consumers in the cosmetics and toiletries market are price-conscious. Hence, mass brands dominate. But premium brands are also making their presence felt in niche segments comprising the affluent and upwardly mobile sections of the population. Branding and marketing are crucial issues for the industry. Brand recall is stronger for international brands, which also command a much higher premium in price than local ones.

Discussion

What do you need to stay popular? Probably, not only know the market, respond to the customers' demands, but also find a steady business segment and conquer it. Exclusive designer lingerie used to be such niche market segment. Women will always seduce men, despite the raging financial crisis. And the more humankind develops, the richer men get, the more refined and seducing women have to be to conquer the best, the richest and most reliable men. Reliance Industries ltd beat off stiff competition from the likes of Guinness' 'Surfer', Diet Coke's 'Break' and Carling Black Label's 'Dambusters' to take the coveted title as the nation's favourite.

The iconic ad shows Kylie writhing around breathlessly on a red velvet rodeo bull to prove that Reliance Industries ltd is "the most Deodorant lingerie in the world". At the end of the ad she challenges the men in the audience to stand up and be counted.

The ad was created specifically for cinema and makes the most of the medium with its lavish and expansive tone. The witty punchline cleverly engages with the audience, and enhances the communal experience of going to the cinema. Fleur Castell, marketing & research controller for Digital Cinema ...