HLL’s mobile haircare promo  ( March '27,2001, BS)

Hindustan Lever Ltd (HLL) has organised a mobile van promotion called ‘Dare to Wear Black Mania’ in order to promote Clinic All Clear, its anti-dandruff shampoo. This promotion is part of an ongoing initiative from HLL to increase awareness on the causes and effects of dandruff.

The mobile squad will stop over at popular youth and college hangouts where consumers can take a ‘Black Mat test’ and check whether they have dandruff or not. The reason for targeting the youth is probably because it is estimated that approximately 40 per cent of the population in the age group of 18-35 years of age suffer from dandruff.

Thus the opportunity for growth of anti-dandruff solutions in this age group is tremendous. According to D. Shivkumar, business unit head, Haircare, HLL, dandruff is a rampant problem among the youth in India and we want to reach out to them in the environment they are most comfortable in. HLL’s initiatives are surely paying dividends for Clinic All Clear. Company officials say that sales for Clinic All Clear shampoo have increased by approximately 20 per cent in the last 2-3 months alone.