Yardley intends to be the leader in women’s fragrance in the next 3 yrs: Manish Vyas
The domestic flavours and fragrance market is valued at $500 million (around Rs 3,600 crore), which is a small slice of the $24 billion global industry, as per reports. The Indian market is growing and the use of deo and fragrances has been seeing a rise in the last few years. We have several brands that have mushroomed in this category and brands have been continuously introducing new collections to match the discerning tastes of today’s young consumer.
Wipro Consumer Care & Lighting, who had forayed into the deo category through Yardley many years back, has a wide range of product portfolio to offer. Yardley is one of the world’s oldest brands in the personal care category with fragrance, bath & shower and skin. All the deo sprays have been reworked and are now made of 90% naturally derived ingredients that ensure that the brand delivers its proposition by appealing to the young consumers.
Recently, Yardley repositioned their deodorant and announced the launch of their new campaign – “Nature Like Freshness’ – with Kriti Sanon as the new face of the brand. The brand is hoping that this association with Kirti will help the brand to appeal to a whole new lot of young consumers.
Manish Vyas, Business Head of Yardley India, speaks to Adgully about the repositioning of their Deo potfolio, their brand and communication strategy, as well as how they plan to grow the brand in a competitive market.
Brand Yardley, one of the legacy brands in the perfume category, has been in India for nearly a decade. How has the brand journey been for the Deo category?
Yardley has presence across personal fragrance categories, including deodorant sprays, eau de colognes, eau de toilette for both women and men. In India, we are amongst the top 3 players in female category. We have grown multiple times and the relaunch will help the brand to take its share to the next level.
Customers mostly go for foreign labels when it comes to branded perfumes and deos. What has been your strategy to woo these customers towards Yardley?
Yardley is a legacy brand with over 250 years of history. It is an English brand and is known for its craftsmanship in fine fragrance, world over. Yardley leverages the same and designs it fragrance portfolio that includes Deos, EDTs, EDPs and pocket perfumes relevant to the woman of today, catering to their needs and aspirations. Its core positioning – Step Up with Yardley – is about giving an opportunity to upgrade to a world class fragrance and be the best version of oneself and to step up in life.
Yardley Deo is a premium brand with a very distinct positioning, offering a variety of fragrances. Who exactly is your target audience and what’s their profile?
Yardley as a brand appeals to women across age groups. For this campaign, Yardley targets young, discerning working women who are self-assured and want to maximise on the opportunities that life offers.
You have recently signed on actress Kriti Sanon as your brand ambassador. How have you repositioned your Deo brand for your relaunch?
Yardley fragrances have always been inspired by nature and are known for exotic flowers from the gardens of England. In the relaunch, we want to highlight the unique benefit of nature’s freshness. Nature like Freshness is about offering consumers unique exotic floral fragrances that will uplift their mood and transport them into the lap of nature. We have reworked on all our deo sprays, and they are now made of 90% naturally derived ingredients that ensure it delivers on its proposition. Association with Kriti will help us take this new brand appeal to many new young consumers.
Why is Kriti Sanon the perfect fit for your Yardley Deo? How will she help the brand in connecting with your audience?
Yardley brand has a premium international imagery with genuine product offerings. Kriti has a strong appeal amongst young consumers and is seen as a talented actress who is glamorous yet relatable, and a self-made celebrity who has “stepped up” in her career with her talent and confidence. We wanted our brand ambassador to be purposeful and discerning. That’s where we felt that Kriti fitted the most and we are confident that this association will help us take the brand to many young new users.
How do you plan to engage with your audience? What’s going to be your media strategy for your new campaign?
We are planning a 360-degree multimedia campaign along with lots of on-ground visibility at the store level. Our strategy is to maximise exposure to the brand communication through various media vehicles like – TV, Print, Digital and Cinema.
What are the future growth plans for the brand for the next 3 years? Are you planning to increase your deo product portfolio to grow the brand?
In the next 3 years, we intend to be the leader in women’s fragrance category with offerings across price points and formats. We are planning to enter some sub-segments which are significant and growing.