HUL is the market leader in India not for no reason. Apart from a few hiccups, the company has a history of producing “to-do” case studies for business schools in India. It has not only done a good job in promoting its products aggressively but it has also very well exploited the latent needs of Indians.
The latest offering from the FMCG giant is “Sure”, an anti-perspirant launched last month. Sure controls sweat, & body odor (how? donno.), keeping the underarm dry. Priced at Rs.65 for 40-ml roll, I thought the product was worth a try for a sweaty person like me! And so I tried it.
My verdict: the product is surely cool! I loved that it has no alcohol in it (0%!) & is not irritating for the skin. Its good (by the way, I am not an HUL employee).
But on the flip side it has to be used regularly (6 swipes a day!) to ensure ‘No Paseena’ / ‘No Sweat’. Yet, I still feel that its good for people who have a tendency to sweat a lot.
But the biggest set back for Sure could be the belief that roll-ons make the skin dark... so I don’t know how HUL plans to deal with this popular belief about roll-ons. (Maybe a spray pack!)
Will “Sure” work? Can’t say for sure, but the timing for the launch surely seems perfect as 2010 has proved to be the hottest year in a century!