| Country: | UAE |
| Client(s): | Marico |
Haircode, a brand synonymous with hair-styling across Egypt, relaunched today. The Hair styling expert that entered the mid-end segment few years back has re-invented itself in a brand new avatar with superior product offering for the Style-conscious Arab men. Relaunch in Egypt has coincided with brand launch in Gulf & Levant Region.
Marico, company which owns Haircode trademark, has been working on this relaunch for over 1 year now. Current brand look & feel is result of extensive research across the region.
Speaking about the Relaunch, Mr. Brajesh Bajpai, Regional Director MENA Region, Marico says, “I am delighted to announce yet another milestone in the Hair code’s growth story in Egypt. New Packaging changeover across the Haircode brand franchise. Relaunch is currently being supported by high decibel above the line advertising. New look will make brand more younger, modern & stylish”
Mr. Mohamed Wasfy, Creative Director DDB Egypt commented, “A New Code of Attraction is the campaign concept that was inspired by the brand name and also carries the brand promise offering a higher level of attraction through its functional benefits. The copy is built around insightful situations portraying the sacrifices that are willingly being made for the sake of grabbing a Hair Code user’s attention”
Though the campaign is largely TV led, Mr. Abhishek Ahluwalia, Head Marketing, Marico Egypt added it will also be extended to other medium & supported by massive consumer activation. This campaign will be aired popular satellite channels starting from 2nd week of June and will run till end of July.
Marico is a leading Indian Group in Consumer Products and Services in the Global Beauty and Wellness space. Marico’s products and services in the Hair Care, Skin Care and Healthy Foods generated a turnover of over USD 450m in the financial year 2007-08.
Marico markets well known brands around the world in more than 25 countries. Marico’s brands and their extensions occupy leadership positions with significant market shares in most of their categories. Marico is present in Skin Care solutions through Kaya Skin Clinics (70 in India and the Middle East) and its soap franchise (in India and other Asian countries).
In Egypt, Marico enjoys leadership position in the hair care space with over 60% market share in hairstyling category. Both its brands (Hair Code and Fiancée) are well known in the local Egyptian market and are also exported to neighboring Arab countries. Hair Code is the Number 1 Gel brand in its category and is used by many consumers. While Fiancée is the number 1 Gel Cream brand, which offers the twin benefits of nourishment and styling through its unique product, Fiancée 2x1 Gel Cream.
For more information, please Visit our corporate web site: www.marico.com & brand website www.haircodeworld.com.
