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Hemas introduces Renew permanent hair colour cream

By Gayani Perera

Hemas Manufacturing, in partnership with India's Godrej Consumer Products, introduced Renew, a permanent hair colour cream for both men and women, to the Sri Lankan market. The product was launched at an elegant ceremony held on September 7, 2010 at the Cinnamon Grand in the presence of a distinguished gathering comprising of celebrities, renowned hairdressers, beauticians, representatives from leading outlets and media.

Approved by the Cosmetic, Drugs and Devices Authority (CDDA), which falls under the purview of the Ministry of Health, Renew, builds on over 100 years of trust, confidence and experience of Godrej, India. The product will be available in three shades, namely, natural black, natural brown and burgundy. A premium product, Renew will be sold at supermarkets and other leading outlets island wide.

With Sri Lanka's hair and beauty industry making rapid progress and the public becoming more conscious of the products that are in the market, Renew promises to deliver something beyond the ordinary, explained Derrick Antony, Marketing Manager - Personal Care, Hemas Manufacturing (Pvt) Ltd.
"Today, the consumers have been exposed so much to the outside world. People are looking for more convenience and sophisticated products.

They pick up new trends, and are very conscious of their personality and fashion, hence, they look for products that are beyond the basic product," he noted.

With a unique combination of aloe and protein conditioners, Renew offers both shine and strength, thus, providing both style and protection. Elaborating on the benefits of Renew, Nalaka Perera, Brand Manager, Hemas Consumer Brands stated, "It has augmented benefits. Renew is a special formula made out of aloe and protein. While aloe gives the shine, protein gives the strength. Thus, it is not just colouring, but also protection for your hair." Furthermore, its non-drip formulation makes it easy to use. Thus, customers can use it themselves, without having to go to a salon.

Developed by Godrej Hair Care Institute, following extensive research and laboratory tests, Renew was introduced to the Indian market in 2003, and has since then grown to be a dominant brand in India and as well as in countries including Australia, U.S.A, Singapore and South Africa. Hemas, building on its decade long partnership with Godrej India, sought to introduce the product to the Sri Lankan market in view of the favourable market conditions.

The hair dye market has been making steady progress over the years. Moreover, a healthy double-digit growth was reported in the usage of hair colour cream last year. "New customers are coming into the hair colour cream market because they see the benefit and they also want to present themselves to society in a much more fashionable way," said Derrick.

Expressing his views on the local market and consumer trends, Derrick noted, "Our task is to understand the local market and along with Godrej make sure that we deliver the best product at the right outlets. We monitor the market very carefully and see what the consumers look for."

Hemas has also joined hands with renowned beautician, Nayana Karunaratne, Founder President of the Sri Lanka Association of Hairdressers and Beauticians (SLAHAB) in promoting the product. Nayana will be the official brand ambassador/spokesperson for Renew.

As a measure of creating awareness of the product, several educative initiatives on the product have been carried out by Hemas, including leaflets designed to provide more information.Building trust amongst the local consumers will be a crucial factor, stated Derrick, adding, "We are very confident that with our business partner, Godrej, that we have got a very good product and with our combined strength we can deliver the best to the customers."

Also speaking on the launch, S. Prasad Koralagamage, Country Manager of Godrej Sara Lee Lanka (Pvt) Ltd, Godrej Household Products Lanka (Pvt) Ltd stated that Godrej Household Products Lanka, a 100% owned subsidiary of Godrej India is proud to partner with Hemas in this endeavour. He added that if consumers have any doubt or would like to know more information on the product Renew, they could log on to the website of the Godrej Hair Care Institute and directly submit any queries to the Institute.

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