Brand: Park Avenue
Brand owner: J k Helene Curtis/ Raymond
Lead agency: Core Consulting, JWT
Contributing agencies: Quantum
Industries: Deodorants, anti-perspirants
Media channels: Online video, Packaging & design, Television
Budget: 1 - 3 million
The Indian male grooming/personal care industry stands at US$1.4bn and is growing exponentially, driven by deodorants. Deodorant is split between aerosols and liquid formats, with a roughly 60:40 contribution.
Park Avenue is a pioneer/legacy brand in male personal care/grooming in India, with a significant play in aerosols. However, failure to participate in new segments, along with competitive pressure, led to share stagnation/lack of growth from 2014 onwards. Park Avenue could not forge a singular brand narrative to a fast-evolving consumer, losing out on relevance.