Marico is ready to go

Marico, an Indian producer of beauty products, has made a foray into the UAE's hair grooming market by introducing Go hair gel, following two years of extensive research and product development. ‘Go' is an alcohol free hair gel and Marico hopes this will help it gain a strong foothold in the hair care market.

Go hair gel is available in three variants: Wet Look, Normal Hold and Extra Hold, to suit various hair types and styles, and is available at leading retail chains and supermarkets in the UAE.

Speaking on the launch of Go Gel, Prashant Vatkar, business head, Marico Ltd, said: "Our research findings revealed that the majority of the consumers targeted were in need of a hair gel which does not damage hair yet is able to maintain a firm hold. This led to the development of an alcohol free hair gel, which is gentle on hair yet able to perform well. In addition, regional sensitivities as well as environmental issues were other major concerns raised which further reinforced the need for an alcohol free product."

Vatkar added that the research also revealed that teenagers and young adults are spending more time and money on hair grooming and hair care products in a bid to keep up with the latest trends. "Consumer education and insights have also led to today's youngsters making intelligent buying decisions and not blindly follow fashion trends," he said.

Marico had commission three research agencies: Rohm & Haas Personal Care, Taylor Nelson Sofres and Synovate to conduct product testing and consumer usage trials before the brand name and package design were unveiled. "Since the hair gels are targeted at the youth market, visual impact was vital in attracting and inducing purchase. As such, bright colours with funky graphics were chosen to associate the brand with being trendy and stylish," Vatkar added.

Marico markets leading brands such as Parachute, Saffola, Sweekar, Hair & Care, Nihar, Shanti, Mediker, Revive, Kaya, Sundari, Aromatic Fiancee and HairCode, in 18 countries.

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