Holi, the festival of colours, has also become an occasion for the brands to unveil new products. The brands are vouching on this opportunity to bring across limited edition products, which are well-suited to the occasion.
Earlier, the Holi special products were limited to skin or hair care and colours, but the offerings have now expanded to tableware, drinks, and even jewellery. Moreover, the offerings are not limited to only Indian brands, but international brands are also coming forth with their special “Holi Collection”.
Companies including Parle, VLCC, Schwarzkopf Professional, Swarovski and Pidilite have unveiled different products. Looking at this carefully, it might appear to be a complete package for this Holi.
The products launched are:
• Pidilite has introduced non-toxic Holi colours, ‘Rangeela Holi ke Rang’
• Disposable Tableware has launched Holi-themed disposable tableware
• Swarovski has unveiled a range of sparkling bijoux as part of its ‘Swing, Sing & Shine’ collection
• Parle Agro has introduced a limited edition Frooti in special colourful packs called ‘Frooti Holi Hai’
• Schwarzkopf Professional has launched BC Oil Miracle Treatments and Igora Royal hair colours
• VLCC has introduced its Skin Care Range, including Insta Fair and Glow Face Wash and Insta Fair and Glow 2in1 Scrub Pack; Oil Control Face Wash & Oil Control 2in1 Scrub Pack; Rose Face Scrub; Gold Scrub; Gold Peel Off and Single Fruit Facial Kit
Some of these offerings are limited edition, while some would be available for use after the festival.
Holi is seen as a colourful and fun-filled festival. Organic, non-toxic colours, food and drinks have become the ”in” thing during Holi, and adding that special tag of Holi makes customers feel related to the festival as well as to the product. This year, the unconventional addition to Holi products is jewellery, with a luxury brand introducing a jewellery range especially for Holi for the first time ever.
“We thought Holi was the right time for us to launch our product in the market. It is a fact that people prefer using disposable tableware during the festival. We came up with these colourful sets of 37 pieces, including plates, cups, napkins and a disposable table mat, which would not be monotonous as plain disposable tableware. From here on, we will introduce new tableware for various occasions and get togethers, more specifically catering to the Indian needs,” says Ravleen Anand, Director at ALP Overseas Pvt Ltd. This tableware is designed in the USA and targeted at the upper middle segment of the society, with each set costing Rs 499.
The company is not directly selling these products to the customers but is going through the wholesale medium, wherein retailers can purchase these through the wholesalers and then sell them. Some of the retailers selling this are Kriti Creations, Party Hunters and Birthday Wrap. Till now, the company has sold about 6,000 sets across India.
Pidilite’s non-toxic colours are a way of promoting safe Holi among customers, as these colours are safe and urges customers to avoid using colours that are harmful for the skin and hair.
On the other hand, the after effects of the festival call for some serious hair and skin care, which are being taken care of by Schwarzkopf Professional and VLCC with their latest product offerings.
“Schwarzkopf is offering BC Oil Miracle Treatments and Igora Royal hair colours to our customers. To make our customers aware about the new products, we have created posters wishing our clients on Holi, which would be put up in Schwarzkopf Professional partner salons across India,” says Murali Sundar, General Manager, Schwarzkopf Professional India.
“We expect a jump in care product sales and services as the colours used during Holi strip the hair of moisture and may lead to dull lifeless hair,” he adds.
The companies are hitting the right note by completely customising the festival with these products. The brands are promoting it well through all media, including television, radio, newspapers and even online.
Holi is surely a colourful festival not just for customers but also for companies and retailers.