Revitalizes the male grooming product portfolio
ü Under ‘One Park Avenue’, the brand to extend its global presence
ü Unified premium imagery across products and markets
ü Reviving Middle-East footprint and to be available in Bangladesh and Nepal
ü Phase 2 expansion will cover other South Asian markets in the next six months
ü Launches new Eau De Parfum with a new campaign – ‘Unleash your X Factor’
ü Targets to be the No. 1 player in the fragrance category
Mumbai: Raymond Group, the leading manufacturer, marketer and retailer of worsted suiting fabrics and ready-to-wear apparel, today announced ‘One Park Avenue’, a customer facing initiative for Park Avenue’s range of men’s grooming products. Resonating with the confident young male of today, One Park Avenue will entail a distinct brand, product and an aggressive Go-to-market strategy. The brand will soon make its way to international markets such as the Middle-East, Bangladesh and Nepal, with a phase 2 plan to enter South Asian markets of Sri Lanka, Bhutan and Myanmar in the next six months.
The men’s grooming category is undergoing a transformation and expanding into multiple formats and sub-formats. Park Avenue is seen as a mature and sophisticated brand that is recognized as a pioneer in the male grooming space. Under the One Park Avenue initiative, the brand will have synergies in terms of a Unified Visual Identity, repositioning itself with a wider grooming portfolio, premium international packaging and innovative products. The overall brand architecture will have blue, white and black colours across product categories. Additionally, the entire range will be available through exclusive brand outlets of Park Avenue apparel along with other sales & distribution channels across India and International markets.
Launching the initiative Gautam Hari Singhania – Chairman & Managing Director, Raymond Ltd. said, “Changing customer preferences, improved lifestyles and growing consciousness among male consumers, presents us with huge opportunities in the FMCG space. After the acquisition of Ansell’s stake earlier this year, One Park Avenue is yet another significant step that will strengthen our FMCG play both nationally and internationally, which is an important driver for value creation for the Raymond group and an integral part of the Raymond Re-Imagined journey.
One Park Avenue is being led through the introduction of a new range of fine fragrances and new positioning statement “Unleash your X factor”. The new Eau De Parfums are masterblended by global perfumers with exotic ingredients and are available in 50ml and 100ml priced at Rs 399 and Rs 699 respectively.
Commenting on this initiative and exciting prospects for the FMCG business, Giriraj Bagri, CEO – FMCG Business, Raymond Ltd. said “At Raymond we are leveraging synergies across our FMCG businesses to create a strong and monolithic FMCG play in our core categories. Simultaneously we are also utilizing cross organizational expertise to bring in efficiencies and cost optimization to help us invest more aggressively towards newer initiatives such as ‘One Park Avenue’. The idea of One Park Avenue is built on unique consumer insights backed by strong innovation that will drive consumer acquisition and enhance consumer relevance for our lead brand Park Avenue. Going forward, we hope to clock exponential growth and hence a coherent unified premium imagery and identity of Park Avenue has been created for offering the same product experience globally.”
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