Garnier Fructis – Innovation

LOreal Garnier Fructis cover+Shampoo Introduction LOreal, the French enhancive giant has become one of the leading players in the salon harvest-homes firmament in India. It marks its presence with a portfolio of 15 brands that grew over the orthodontic braces of besidely two decades in the Indian foodstuff, having an annual growth deem of 30 per centum with a commercialise sh ar of 10 percent in the urban area. These different brands were launched in severalize to cover versatile reaping categories. The mass consumer brands LOreal Paris, Garnier and Maybelline New York luxury brands Yves Saint Laurent, Kiehls, Ralph Lauren, Giorgio Armani, diesel and Lancome professional brands LOreal Professionnel, Matrix, Kerastase and Keraskin Esthetics and pharmacy brands Vichy and La Roche-Posay. (premium dish parvenues. com, 2012). With almost 750,000 points of change in both the traditional network as well as in the modern super commercialise network, the brand Garnier has suc cessfully become the leading multi-category spectator brand in India.Launched in 1991, this global brand understood the kinetics of the Indian merchandise and was able to craft a special vex for itself. Even though Garnier is positioned as a premium, nature- ground and innovative brand, it is priced reasonably targeting at both, the upper and middle socio-economic classes. Worldwide, LOreal is famous for its carrefour innovation and this singularity is strongly portrayed in Garnier by dint of its continuous new proceeds launches. This also creates excitement amongst the consumers to try out the new innovative personalised assistance returns, leading to brand loyalty.Garnier has two sub-brands Garnier Fructis and Garnier Ultra Doux. Garnier Fructis almost promptly created a very strong bond with the consumers since it was positioned as a harvest-home based brand. The Indian consumer is happier using natural based products compared to the chemical based ones. Under this brand, a revolutionary product was launched in the year 2010 Garnier Fructis vegetable oil+Shampoo that took the tomentum cerebri care foodstuff by storm. In this report, LOreals innovation and new product development models are explained in respect to their Garnier Fructis Oil+Shampoo product.Innovation Model According to LOreal Indias chief operating officer, Mr. Dinesh Dayal, for this kind of success, the most essential factor is to pay up the right kind of innovation, which was come acrossd through a blend of aggressive market question, intuition and the power of their global R&D. Along with the three briny drivers of innovation for LOreal, i. e. sprightly ingredients, preparation and evaluation search has forever been the chief(prenominal) crux for the comp alls growth. When it comes to creating cosmetic products, science is the main driver of innovation.An advanced research for discovering new active ingredients is conducted, where scientific cognition about skin a nd hair around the world is ga on that pointd, after which shapetion systems are developed and admited by various brands including Garnier around the world. For the Fructis Oil+Shampoo launch in the Indian market, the product is formulated using three oils as its key active ingredients, i. e. Olive oil for muddy nourishment of the roots, Avocado oil for nourishment of the hair fiber and qualification it supple and Shea oil for softening the surface.Once the formulation has been complete, the transition from the molecule to absolute product is done after demonstrating the products safety and whether it is scientifically effective. But or else than focusing entirely on scientific research, LOreal opines in research that listens to consumers. They aim to nurture innovation through a incessant negotiation between science and merchandise. Thus, in order to discover and disseminate beauty habits of transnational consumers, the International Department of Studies and Consumer In sights was created.Garnier realized that in India, in order to nourish their hair, women extensively believed in the beauty ritual of oiling their hair, followed by a scalp massage and shampoo. The current fast-paced generation seemed to be lamentable away from this ritual as it is time-consuming. This became a source of inspiration for the 2-in-1 formula of hair oil and shampoo by Garnier. This is what Indias head of trading operations calls as Indo-vation Innovation specifically for the Indian market. In order to deduce the global consumers of LOreal, they strengthened their global presence in sextette regions Europe, United States, Japan, China, Brazil and India.This enabled LOreal to come closer to their global market, as well as to gain the wealth of specific scientific and marketing knowledge of each region. In India, LOreal has its product development sum in Mumbai from where it studies the specifics of hair and skin types of the Indian consumers, as well as their expec tations and beauty routines for all its brands including Garnier, and an advanced research center in Bangalore where it screens its active ingredients to address scalp concerns, hair breakage and pigmentation disorders.According to Jean Paul Agon (Chairman, LOreal Paris), opening a research and innovation center in Mumbai was in line with the companys universalization strategy in order to adapt to the cultural specific needs for all its global brands. Further, LOreal abides by the principles of sustainable and responsible innovation on a daily basis. result safety is an absolute priority for this cosmetic giant, and has contributed massively to the study of toxicology ascribable to its constant scientific commitment. The team at the Ultramodern Global marrow squash is responsible for the beneficial and undesirable effects of all the ingredients.Unlike Pantene, Head & Shoulders and herb tea Essence shampoos available in the Indian market, Garnier Fructis Oil+Shampoo does non use harmful chemicals much(prenominal) as Methylchloroisothiazolinone, a preservative create harmful effects on the skin as well as the immune system and Ammonium Chloride which is harmful when swallowed and causes serious eye irritation. Instead, this product uses plant extracts such as Pyrus Malus and Peel extracts. Also, LOreal makes sure that its products have minimum impact on the environment throughout their entire feeling cycle.For this purpose, all the raw materials are under constant monitoring for environmental indicators. LOreal stopped animal testing in 1989 and plans to terminate human biopsy for testing clinical effectiveness in the near future. New Product Development Model LOreal operates in a very turbulent and volatile fashion industry, making the product life cycles very short. But according to Crawford (1988), an early entry of new product may result in the development of a new market and long term market dominance. Garnier Fructis Oil+Shampoo is one such product .Based on Ansoffs (1965, 1968) directional policy matrix, LOreal implemented the product development strategy, catering to the Indian market with a new product, i. e. 2 in 1 oil and shampoo. New product development enables LOreal to earn increased value for the company through a splendid market share. The company believes in creating innovative products which are not all differentiated but also satisfy different segments in the international market. Before launching a new product, the company has to ensure that the product is based on the consumers preferences and is ifferentiated from any other product in terms of its formula/innovation. Once such an idea is generated by market research, R&D takes over. Once completing the R&D ferment, the market reality is observed and different ways of marketing the product are employed. A companys image would be shattered if there if any negligence in this context, resulting to product pretermitures upon launch. Therefore the complex process of new product development has a direct impact on LOreals prestige. LOreal invests heavily while launching any new product and be certain about its effectiveness, practicality and marketability of these products.Thus, before commercialisation of Garnier Fructis Oil+Shampoo in the Indian market, an intensive market research was done in order to identify the beauty ritual of oiling the hair prior to shampooing and how through R&D, this finding was converted into an effective molecular(a) formula, later supported by a screening test and at long last passing through the market testing stage. Conclusion According to Wang and Von Tunzelmann (1997), sooner than R&D, marketing perceives a more critical role in the positioning of a new product in any market segment.In context of the Garnier Fructis Oil+Shampoo launch, it is a product that was never fancy of earlier by the Indian consumers, thus making it difficult to believe in. Fundamentally, shampoo is used against oil and these are tw o products are not supposed to work together. Since the time factor prevents the consumers from using both oil and shampoo at the same time, Garnier has tried integrating the north-pole and the south-pole. They are laborious to combine two attributes having a negative relationship and trying to win over the consumers that there is a scope of redefining this relationship and making them work positively together.Once this strategy can get established, it may work as a powerful differentiator. Garnier now needs to focus on developing a story that is credible enough for the consumers to believe in. Regardless of whether the innovations by Garnier would fail or succeed in the market, they have managed to gain equity through its innovative products, heavy investment in brand promotion, strong statistical distribution reach and premium positioning along with a smart determine strategy, creating a special place in the Indian personal care industry. References 1. Afaqs. com (2010) afaqs g t News Company Briefs Garnier launches Garnier Fructis Shampoo + Oil 2 in 1. online Available at http//www. afaqs. com/news/company_briefs/index. html? id=43881_GarnierlaunchesGarnierFructisShampooOil2in1 Accessed 19 Apr 2013. 2. B, H. (2010) Marketing perform Garnier Take Care. online Available at http//marketingpractice. blogspot. in/2010/01/garnier-take-care. html Accessed 19 Apr 2013. 3. Bureau, O. 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