Emami Ltd has launched two new deodorants -- He Icy Collections and He Respect. It has also announced repositioning of existing items in this category.

Emami said on Tuesday that Icy Collections would be differentiated as liquid-based perfumed sprays. The recently popular marketing proposition of 'no-gas' spray products has grabbed around 26 per cent of the Indian deodorant market.

According to Emami, the new range of He deodorants will introduce a slew of interesting fragrances like Hypnotic and Passion under the body perfume collection and Arctic and Lagoon under the Icy Cool Collection for round-the-year marketing of "freshness" items.

"The wide range offers fine international fragrances from the families of Fougere, Cologne, Green and Marine for a long lasting fresh feel," Emami said in a statement.

The HE deodorant branded gas-based or aerosol existing product range is also being 'reinvented' through re-introductions. Four variants - Ruler, Smart, Magician and Conqueror are now being positioned in easy-to-use packs with a premium look and feel.

A new addition in the aerosol deodorant range will be He Respect.

Harsha V Agarwal, Director, Emami Ltd, said, “The deodorant space is a very competitive space with too many players offering almost similar products. However, the category has a lot of potential with very low penetration of just 8 per cent (valued at Rs 2,000 crore) in the urban market."

The category is highly fragmented with top six players occupying only 50 per cent of the value market share.

He said the brand since inception had a differentiated positioning of ‘Be Interesting’ and targeted the youth. "The refurbished range of HE deodorant with new differentiated launch of Icy Cool collection and HE Respect are expected to capture the mind space of the discerning consumers," he added.

The brand will also seen a new campaign. Hrithik Roshan, the brand ambassador, will feature in two new TVCs developed for the fresh variants. "The entire range will be rolled out nationally in phases starting with the relaunch of aerosol range in the West Bengal market", Emami said.

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