Marico launches digital-exclusive hair care brand

By

Isabelle Crossley

Published
May 15, 2018

The fast moving consumer goods (FMCG) business Marico has launched a new online brand under the umbrella of its subsidiary Set Wet. The brand, called “Studio X”, is Marico’s first online exclusive brand.

Studio X is aimed at young Indian men aged around 21 to 25 years old. The brand was created in collaboration with the celebrity hair stylist Aalim Hakim and launches exclusively on Amazon India this May.

The exclusive online launch is a first for Marico and shows the FMCG giant embracing an omni-channel approach.

The brand includes a range of hair care and styling products and male grooming items such as shampoos, body washes, face washes, hair pomade, hair wax, hair and beard serum, and perfumes. Products are priced in the value section of the market from around 200 to 400 rupees.

Speaking about the launch, Marico Limited’s Chief Marketing Officer, Anuradha Aggarwal, said in a statement: “The youth today has an evolved sense of style that is greatly inspired by their favourite celebrity look. Having recognised this emerging trend, Studio X, a brand synonymous with celebrity-like styling, will assist consumers in achieving an expert finish look. In line with Marico’s growing online penetration and the upswing in online buying in the country, the brand will be launched exclusively on digital platforms.”