L’Oreal India Pvt. Ltd has reintroduced its popular Ultra Doux natural shampoo from the 1990s as Garnier Ultra Blends as part of a worldwide relaunch, as the maker of Garnier and Maybelline brands bets on the rising interest in natural and organic haircare.
Ultra Blends is the top haircare brand in France, but was discontinued in India about 15 years ago. Over the past few months, it is being revamped and launched across the world in the US, Canada, UK and Germany. For instance, it’s called Garnier Whole Blends in the US.
The India range was developed at the company’s local R&D centre over the past 18 months taking into consideration the local requirements, said Jean-Christophe Letellier, managing director, L’Oreal India.
For L’Oreal, the new launch comes after a gap of two years following Garnier Black Naturals, a hair colour product aimed at the mass market launched in 2014.
Demand for natural, herbal and ayurvedic products rose in 2015 with companies like Hindustan Unilever Ltd, Colgate-Palmolive India Ltd, Dabur India Ltd, Marico Ltd, Godrej Consumer Products Ltd (GCPL) and Patanjali Ayurved Ltd launching products in this category.
In India, “the naturals segment is growing 1.5 times faster than the market across the personal care space,” Hindustan Unilever Ltd said in its annual report for fiscal 2016 while explaining that the acquisition of ayurvedic hair care brand Indulekha in 2015 was to strengthen its long-term ambition in this space.
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