Dove Elixir targets young women in the SEC A category with a quick and non-greasy hair oil solution, leveraging emotional and rational appeals through advertising. The product differentiates itself with exotic ingredients and unique packaging, whereas facing competition from established brands like Marico and Dabur in a mature category. Launched in late 2012, Dove Elixir gained positive reception despite entering a stagnant market with limited innovation.

1. DOVE ELIXIR LAUNCH
Consumer Dynamics
- Young women in the SEC A category who are beauty and hair conscious
have been targeted
- Grandmothers used in TV ads to build emotional connect and
traditional knowledge imparted to youngsters
- Emotional and rational appeal used in the ads
- Targets the fact that young women don’t have time to oil their hair at
night and Dove Elixir provides a quick fix [30 minute oiling solution]
- Consumer fantasy for exotic ingredients (Hibiscus, Lavender, Rose)
coupled with traditional oils (Olive, Argan, Almond) [Precious hair oil
with real ingredients]
- Trying to inculcate a forgotten habit into daily routine by customising
the product in that fashion
- Trying to do away with the stigma attached with oiling hair; thus a non
sticky/greasy oil with flashy packaging
Category Dynamics
- The hair oil category can be divided into i) Daily ii) Therapeutic use
- Dove Elixir is targeting a market untapped previously by providing a
daily solution to a therapeutic cause
- Daily market captured by coconut oil and is dominated by women consumers
around the world
- Three main perceived benefits are – Nourishment, Hairfall prevention
and strengthening and Dove Elixir targets all three with its launch
campaign [Print + TV]
- The category is witnessing a growth rate of 14% and has a very high
penetration rate (Aprrox 90%); both of which are good news
- Category seems to be at a mature stage with limited innovation
Competition
- In light of its unique positioning, Dove Elixir faces stiff competition from
both daily use and therapeutic brands
- Marico’s Parachute and Dabur Vatika capture a major chunk of the
market, 29% and 14% respectively and are synonymous with hair oil
- The differentiating factor is its target audience (Young Sec A women),
its unique packaging and pricing; all of which are very different from its
competitors
- Pitted against Brands like Keo Karpin Olive oil and Bajaj Almond Drops
which are used for the purpose of overnight oiling and promise Vitamin
E and Shinier hair respectively
- Various shampoos and conditioners which promise intensive hair care
can also be considered as competition [Dove, Livon, Garnier etc.]
- Home remedies and hair spa which provide quick and easy solutions
also offer stuff competition
Entry Time
- Launched in the latter half of 2012 (November)
- Late entrant into the market
- At a time when the market is was stagnant with limited innovation and
clear leaders in the category
- Product was accepted by the women in light of its unique positioning
even though the claims were being challenged
- Good reception and fairly positive reviews
NIKHIL SARAF