GCPL plans to extend Cinthol brand into skincare category

India-based Fast Moving Consumer Goods (FMCG) company Godrej Consumer Products (GCPL) is planning to extend its personal care brand Cinthol into skincare category.

The firm is planning to enter the brand into face washes and moisturisers in phases to make it a complete personal grooming brand, and to grow by over 30% in the coming years, reported website mydigitalfc.com.

GCPL recently renovated the 60-year old mass-market soap brand and added deodorants and shower gels to the portfolio.

GCPL executive vice-president Sunil Kataria told the website that deodorant is a fast growing sector, and shower gel, though currently in a smaller category, have the same potential for growth.

"Shower gel is now what deodorant was six years back and face wash was three years back. Leveraging the brand equity, we will be extending Cinthol to more products in skin cleansing and skincare segments," added Kataria.

According to the firm, the premium category in soaps has been developing at a rate of more than 20% annually, while the mass-market brands are stuck at around 10%.

The brand, currently under premium segment, is offering soaps that are 13 to 16% priced higher than their counterparts.

Cinthol, even in the deodorant segment, is offering products at a price range of INR10 to INR15, as against popular brands such as Unilever’s Axe and Raymond’s Park Avenue.

As the segment is witnessing slow growth rate, the brand is planning to add talcum powder to its portfolio.

The firm, besides the domestic market, is also planning to market Cinthol products in West Asia.

GCPL is a INR10bn ($189.5m) company, in which personal care segment alone contributes 25% of revenues, while the rest comes from home care and hair care.