Aviance is the top-end skin care solution from HUL for the ‘Affluent’ or premium segment. It offers customized solutions to the individuals ‘customized to their specific skin types and requirements’. It was earlier meant for only women but currently extended to launch products for men as well. The reason for the brand extension is: “Aviance has created many beautiful women and beautiful women deserve good-looking men”. The Aviance range primarily consists of skin care products. The range also includes customized hair care products and colour cosmetics.
To make this brand truly exclusive and customized the range of products under the brand are sold through Hindustan Unilever Network – the direct selling arm of HUL where expert consultants who advise customers on which products to use and how to use them. In fact, Aviance launched in February 1999 marked the beginning of the direct selling business of Uniever in India. Hindustan Unilever Network follows multi-level marketing/network marketing model i.e. person joins the business as a distributor and then refers others to join the business in his/her group and thus the network grows. Aviance being a high involvement and high price range required more effort and involvement from the seller and hence direct marketing made good sense.
Aviance is yet to be as popular as some of other HUL brands like Pond’s, Fair and Lovely and Vaseline. The main reasons behind that are the limited reach and relative newness of the brand. But HUL is trying hard to make the brand an established one. When P&G launched its anti-ageing Olay range in India – the response of Unilver was the launch of a prestige or high end anti-ageing solutions under the Aviance brand name. Bollywood celebrity Perizaad Zorabian along with Mr. Sunil Tolani, Business Head, Hindustan Unilever Network launched the Aviance Prestige- Intensive Age Defense in a star-studded event. But will Aviance become the next star brand for HUL? My guess is as good as yours.
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