Livon: Challenging the norms to pave a path of success

Nitya Pant, Priyanka Nair, Dhara Pujara

Hair serum brand Livon went from being a leader in the post-shampoo category in India to eventual stagnation, regaining momentum by redefining the space for the millennial, on-the-go consumer.

Campaign details

Brand: LivonBrand owner: MaricoLead agency: OgilvyCountry: IndiaIndustries: Hair careMedia channels: Online display, Outdoor, out-of-home, Product sampling, Sponsorship - media, Television, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

Finding growth by challenging norms

The post-shampoo space in India hosts an array of non-sticky hair oils (NSHOs), conditioners and serums, with NSHOs (65% post-shampoo usage) valued at Rs6000 crores and conditioners at Rs500 crores.

Against the might of these well-established categories, leader in India's hair serum space, Livon, was trying to grow the category...

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