Quco Hair Perfume: Lauch of a New Category

Vini group of companies has launched a new product named Quco hair perfume spray. The product has also started a new category of perfumed spray for hairs

When I first watched the advert (see below) I felt that there is no need for a product like this as hairs are automatically get perfumed while shampooing.


But considering Vini’s smart product launches in the past and after some googling I found that in fact there is a segment of population which is affected by bad odor from scalp and even a website is dedicated to this problem (www.smellyscalp.com ).
The product is an example of finding a latent need and filling it with a product. Moreover, finding new categories like this are good for smaller companies like Vini. First smaller companies get the first mover advantage and second it keeps the large companies at bay because of small segment size
In the end I believe that the product could have been better positioned as a pure hair perfume (minus the hair odor part) considering the hairs as an important part of the grooming of Indian women. It should be like body perfumes A must haves for every woman but to be used for special occasions.

Thanks a lot of reading and please offer your suggestions to improve my posts

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7 thoughts on “Quco Hair Perfume: Lauch of a New Category

  1. I think Vini has really been focussed on introducing newer categories (much like Paras started it off – no wonder given their common ownership). They have launched deodorant+perfume in 18+, add-on fairness talc in WhiteTone, and now this.

    Good work spotting this and writing about it. I hadn’t seen it earlier.

    I like the ad too, might end doing some ad-analysis for my own blog as well.

    Cheers!
    Sushant Bahadur

  2. it definitely is a segment which hasnt been targetted yet…. a great move by VINI… it just shows a typically rejection and criticism at a teenage level.. if u notice the model looks good, so its trying to say that looks arent everything today.. and tht the generation has evolved up from good looks… good odor now makes a big difference too.. looking forward to some more ads and products from VINI…

  3. I think the target should be on teenage secondary school girls, who have grown up watching the likes of Hannah Montana and hence are the most fashion conscious. They would get more influenced by hair perfumes.

  4. I believe everything posted made a bunch of sense.

    But, consider this, what if you added a little content?
    I ain’t saying your content is not solid, but suppose you added a title that makes people want more? I mean Quco Hair Perfume: Lauch of a New Category Strategic Moves is kinda vanilla. You should glance at Yahoo’s home page and note how they
    create post titles to grab people to click. You might add a video
    or a related pic or two to grab people interested about everything’ve written. In my opinion, it would make your posts a little bit more interesting.

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