MUMBAI: Henkel India has announced its entry into the home use hair colorant segment with two new brands: Schwarzkopf Silkience and Schwarzkopf Palette. Silkience, priced at Rs. 399 is a premium brand, while Palette, with a price tag of Rs. 99 is targeted at the masses.
 
 
Henkel will be adopting a 360 degree multimedia approach towards the marketing and promotions of the newly launched brands. Says Helkel India MD A Satishkumar, "We will be driving the promotions through television commercials, merchandising, visibility programmes, beauty advisors and also through our online and hotline facilities. Safety, 100 per cent grey coverage and fashion are the three elements that would constitute the USP of the products."
 
 
The company has entrusted creative duties of the new products to two agencies: Mudra and TBWA India. While Mudra will handle the creatives of Silkience, the Palette account is with TBWA. During the product launch, the company also unveiled the new commercials. The Silkience TVC is an international commercial adapted to the Indian scenario.
Satishkumar told indiantelevision.com that the advertising spends of the new products this year would be in the range of Rs 600 million to Rs 700 million.

 
 
Schwarzkopf Silkience, available in eight shades - five basic colours and three fashion colours - is positioned as an up-market product. Silkience is available in black, dark brown, burgundy, medium brown, natural brown, wild auburn, violet brown and golden chocolate. Schwarzkopf Palette is available in six shades: natural black, dark brown, medium brown, light brown, dark chestnut and burgundy.
Henkel Spic India Limited (HSIL), incorporated in 1987, is jointly promoted by M/S Henkel KgaA, Germany and M/S Tamilnadu Petroproducts Limited (TPL). Recently HSIL has merged with Henkel India Ltd. The company's product portfolio includes international brands like Henko, Mr. White, Pril and Fa, besides domestic brands like Margo, Neem Toothpaste, Aramusk, Tuhina and Chek.