Dutch hair care brand Keune launched in India  ( May '28,2001, BS)

The Rs 300 crore hair colour and dye market is changing colours. More and more international hair colour brands are entering the country and fighting for a bigger share in this growing segment. Recently, the Rs 6 crore Brushman India Limited has entered into a marketing alliance with the Dutch company, Keune Haircosmetics to launch its entire range of haircosmetics including shampoos, gels, colours, conditioners etc under the Keune brand. Keune enters a market crowded by players like L’Oreal, Caring, Godrej Colorsoft etc. To begin with, Keune will be available at all major metros.

Targeting the premium end of the market and the fashion conscious consumer, the company is hoping to capture 10 per cent marketshare in the first year. The Keune products will be promoted through salons and other premium retail chains like Shoppers’ Stop, Health’n Glow and Lifespring among others.

The special Keune counters at these outlets will have company trained specialists. “We are targeting 80 salons in the first year of operations and the first Keune Careline Salon is expected to be launched shortly in Delhi,” says Kapil Kumar, managing director, Brushman India Limited. The company has earmarked Rs 25 lakh per salon.

The company may also launch shop-in-shop salons. It plans to promote the brand mainly through events and other below-the-line activities like seminars and workshops. The television campaign for Keune will be launched after the national roll-out of the products. Keune is using Coleen Khan as the brand ambassador. Brushman will soon launch a loyalty programme called the Tress Circle Club. “The customers can avail a privilege card that can be redeemed for other brands and services like Nike, Benetton, Colour Plus and leading eating joints in addition to invites for free demonstrations,” says Kapil Kumar. Brushman India Ltd is expecting an increase of Rs 4 crore in the current fiscal with the addition of the new range.