After Attacking HUL s Brands, Sebamed Now Tweaks Ads And Offers Free PH Test Kits moneycontrol.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from moneycontrol.com Daily Mail and Mail on Sunday newspapers.
At nearly four times the price of the average beauty soap, can Sebamed balance pH with pricing?
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A 100 gram bar of Sebamed is priced at Rs.199. Dove, Lux and Pears are priced at Rs. 45, 28, 40, respectively.
The German skincare brand s most affordable soap, a 100 gram bar, costs Rs 199, which is 4-5 times costlier than other soaps in the Indian market.
Sebamed is trying to put the giants in the soap category â Hindustan Unilever s Lux, Dove and Pears â on a slippery slope with its marketing blitzkrieg. However, not many knew about Sebamed, which entered India in 2007, until last week.
According to Google Trends for India, on a scale of one to 100 (the latter being the highest), Sebamed was trending at five on January 1, 2021. But by January 10, it had scaled up to 100. It is clear that the bullets fired by Sebamed have had more hits and fewer misses.
By rubbing HUL the wrong way, has Sebamed been smart or stupid?
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In just a few days, Sebamed, thanks to its ads, got written about by countless news outlets. That s great PR. But is it worth the legal backlash?
German skincare company Sebamed has seen more press coverage in the last four days than most brands tend to see in a few months, or even a quarter.
All thanks to its campaign, courtesy creative agency The Womb. In the campaign, Sebamed names (targets) leading soap brands, from Hindustan Unilever (Lux, Dove, Pears) to Wiproâs Santoor. Sebamed claims that it has a lower pH level than the mentioned soap brands and, therefore, it is a better choice for those with sensitive skin.
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In conversation with Konark Gaur, Sebamed Indiaâs marketing head, we break it down one piece at a time. The ad war of soap pH levels has turned into a legal battle.
What do you do if you have a mass market ready product languishing in a niche category? This was precisely the state of Sebamed for almost a decade of its presence in India.
The over 50-year-old German skincare brand was introduced in India in 2007 as an OTC (over-the-counter) medication by Mumbai-based pharma company USV.
Until around a couple of years back, Sebamed found mention only in the prescriptions of dermatologists. Around 2018-19, the company realised that there was a rather large opportunity in the over Rs 20,000 crore Indian soap market and decided to test the waters with smaller influencer led marketing initiatives.
Sebamed releases statement on the controversial pH-level soap ads
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The controversial ads which openly named brands like Lux, Pears and Dove is no longer available on the companyâs official YouTube channel.
FMCG giant HUL approached the Bombay High Court (on Monday, January 11, 2021) regarding Sebamed India s controversial campaign and secured an order, which restrained Sebamed from airing its commercials.
The controversial ads which openly named brands like Lux, Pears and Dove is no longer available on the companyâs official YouTube channel as well. HUL also refuted the claims around Dove and Pears in a follow-up print campaign..