Cinthol fortifies its presence in personal care category with all new packaging and launch of shower gel

13 October 2013

  • Aims to capture young and vibrant India and tap new markets

  • Cinthol fortifies its presence in the personal care category with the launch of shower gels

  • Launches a high decibel, innovative, youth centric campaign ‘Alive Is Awesome’ 

October 13th , 2012 Mumbai: Cinthol, the 60 year old flagship brand from the stable of Godrej Consumer Products Ltd (GCPL) today announced the shift in brand positioning, in line with the aspirational ethos of the young Indian consumer. Along with the new packaging and fresh look the Cinthol brand portfolio has also added a range of shower gels to its kitty to cater to vibrant, energetic and young India.

Speaking on this development, Nisaba Godrej, President Human Capital and Innovation, Godrej Group said, “Cinthol is an established brand in the category of personal care, with the introduction of the new ‘alive’ and ‘awesome’ personal grooming range, we have aimed at bringing innovation to the forefront. Our entry in the shower gel segment showcases our commitment to diversify the brand in the personal care category and our desire to cater to the modern and changing demands of vibrant and young India”

Mr. Sunil Kataria, EVP, Marketing and Sales, GCPL said “The campaign aims to target the ‘youthful explorer’ that exists in all of us. We have revamped the product range and the packaging of Cinthol making it look more premium and “alive”. We wanted to communicate this new personality of the brand with a proposition of Alive is Awesome’. With this new campaign the brand will connect to a vibrant, energetic, young India in order to build a strong personal grooming brand that delivers premium experiences”

The foray into the shower gel category comes with four different variants, Cinthol Intense, Energy, Play and Splash all of which have attributes of being non sticky and the ability to foam without a loofah. The premium international fragrances and innovative design of the products is set to provide a unique grooming experience.

The launch will be supported by an extensive 360 degree communication campaign, beginning with a delightful new television commercial. In addition, it will also be supported by a digital media promotion and on ground consumer initiatives.

About Cinthol

Cinthol soaps will now be available in 5 variants - Lime, Cool, Deo, Strong and Original. All 5 have premium and fresh fragrances reinforced with deodorant properties into it e.g. Cool will offer a fantastic bathing experience with its cooling ingredients, Strong is our entry into germ protection soaps and Deo with a premium cologne fragrance. All our soaps are full TFM soaps, are ergonomically designed and offer premium fresh fragrances.

  • Lime and original variant have been retained but we have improved the formulation

  • Lime soap is priced at Rs 79 , 125 gms, pack of three

The range of deodorants are Play, Dive, Energy, Intense and Ignite. All deos now have premium and intense masculine fragrances and have superior retention through the day.

  • A problem that all deo users in the country face today is of skin irritation. Our new deodorants come with a superior non-alcoholic formulation that will keep your skin safe.

  • The deodorants is priced at Rs 175

The talcs have undergone a revamp and now come in premium, refined and distinctive packaging and will help consumers experience the premium experience that we offer.

  • The talc is priced at Rs 90 , 300 gms

Cinthol has also entered the shower gel category with introduction of four variants - Intense, Energy, Play and Splash. The premium international fragrances and innovative design of the products will offer a unique grooming experience to the consumers. The formulation of the shower gel is such that it is non sticky and can be used without the loofah.

  • The shower gel is priced at Rs 150