Marico presents its first exclusive digital brand, Studio X, Marketing & Advertising News, AND BrandEquity



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Major FMCG, Marico, has launched a new premium product line called Studio X under his men’s skincare brand – Set Wet.

This range, from the world team of Marico, was co-created by the famous stylist Aalim Hakim. Studio X will launch exclusively on Amazon by the end of this month. It will house a range of products including shampoos, body washes, facial cleansers, hair pomades, hair wax, hair and beard serums and fragrances between 200 and 400 INR.

Anuradha Aggarwal, Marketing Director at Marico, said: “Young people today have an evolved sense of style that draws heavily on their favorite celebrity look. Having recognized this emerging trend, Studio X, a brand synonymous with celebrity style, will help consumers achieve an expert finished look. In line with Marico’s growing online penetration and rising online shopping in the country, the brand will be launched exclusively on digital platforms.

The male grooming market estimated at INR 8,600 crore is growing at a rapid pace and is expected to grow at around 20% CAGR in fiscal year 17-20 (according to BCG analysis report). The online market share of men’s grooming products is also growing sharply and has higher penetration in e-commerce channels compared to the overall personal grooming market.


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