In a MediaBrief exclusive, Kanika Kalra, Regional Marketing Director – Health, Reckitt, South Asia, discusses the launch of the Veet Pure range. She speaks about the innovative new formula and outlines how it differentiates itself with cooling technology and skin-friendly ingredients.
Kalra also discusses the evolution of the hair removal category in India, highlights Veet’s promotional strategies for the new range, and speaks about the brand’s special relationship with Sara Ali Khan, who has been a brand ambassador for more than five years.
What makes the new Veet Pure range unique and innovative?
This is our best-ever Veet, produced in our R&D center based in France. The formula was extremely hard to crack because we wanted it to be perfect, and we did almost 200 iterations to get to it. It has 86% natural ingredients; the rest is our patented formula that works on epilation.
We are also launching a new formula that replicates the ice people use after waxing to soothe the skin. We have incorporated innovative technologies like these into our new range, which will cater to more specific skin types like dry skin.
Like all our formulas, this one is clinically tested and dermatologically approved. It is made with skin-friendly ingredients and has no talc, ammonia, or other harmful components that are typically associated with hair removal.
How is the hair removal category in India evolving, and what is Veet’s market share and role in this sector?
Veet is the number one player in the hair removal segment. The category has been growing quite rapidly, and so have we. Despite this, it is still a very nascent market in India. Home hair epilation is close to just about double-digit penetration, so there is significant room for us to grow.
Our efforts focus on making hair removal convenient, ensuring it is a good experience, and providing satisfactory outcomes. Considering it is still a very nascent category, we also want to educate women about it and ensure it reaches all women across different segments of society.
What are Veet’s promotional plans for the new product line?
We will be releasing a television commercial with Sara Ali Khan soon. In addition to a very heavy TV and Connected TV plan to drive reach, we will be driving consideration with more targeted communication on digital platforms using influencers.
We will also focus on more educational content to raise awareness of this innovation and explain why it is better than current methods of depilation.
What criteria did you use to select influencers for the campaign?
Our first consideration was category interest. We wanted people who have a natural interest in the beauty space because that is an obvious place for conversations around hair removal.
Second was followership. Since we’re driving awareness and education, we wanted influencers with significant followers so that the awareness could reach more people.
What makes Sara’s six-year partnership with Veet special, and why has she been such a valuable ambassador for the brand?
Veet shares a very special relationship with Sara. She is in her sixth year of partnership with us. I have told her before that she is the most tenured member of the Veet family, because all of us are newer to the brand than she is.
Veet is equally special to Sara because this was the very first brand she signed as an endorser. She has infused Veet with her energy, dynamism, charm, and confidence.
It’s been a great partnership, and we want to continue being associated with her. There’s a lot of value in the linkage—when you see Veet, you see Sara, and when you see Sara, you see Veet.
