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Tue 1 May 2007 12:00 AM

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Clear shampoo targets Middle East

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FMCG producer Unilever Arabia has launched Clear, an anti-dandruff shampoo brand in the GCC countries. Clear, has already been launched in Asian countries including India, Indonesia and Thailand and has experienced strong double digit growth in these markets, Iain Potter, of Unilever Arabia, told Retail News Middle East.

"We are aiming at replicating the success in Asia with strong double digit turnover growth and strong share gains in the Middle East. Equally important, we are looking at building a brand equity associated with healthy scalp and feelings of confidence," Potter said.

Clear contains a scalp agent produced by Unilever called ‘Vita ACE' which contains amino acids, vitamin E and sunflower oil to nourish the scalp and prevent dandruff from returning. The shampoo can be used on a daily basis with no risk of itchiness or drying of the scalp, according to Unilever Arabia.

Clear is available in various formats, with male and unisex varieties. The men's range includes ActiveSport, HairFall Decrease and Style Express, while the unisex varieties are Ice Cool, Clean & Itch Control, Complete Soft, Scalp Oil Control, and Hair Fall Defense, Potter said.

Potter is optimistic that the brand will perform well in the region, particularly in the UAE. "The UAE is a very important market and we anticipate strong uptake from consumers. Our experience in other markets such as China and South East Asia, is that the shampoo wins significant market share quickly. The product is flying off the shelves and we are already boosting our manufacturing capabilities," he said.

"We target young adults concerned about dandruff, who are appearance conscious and seek dandruff free gorgeous hair.

"So we are positioning it as the next generation of anti-dandruff shampoos that gives adults ‘cool confidence'."

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