‘Velvet’ records highest growth of 40% in toilet soap market

Velvet, a brand under Hemas’ Fast Moving Consumer Goods portfolio, strengthened its market position in 2011, achieving a volume growth of 40%, which is the highest in the toilet soap market.

This is the highest growth rate amongst the top 10 brands, which account for 93% of the volume in the market, according to LMRB household panel data 2011.

Launched in 2005, Velvet was Hemas’ first venture into the beauty soap market. Today, the brand has grown in popularity amongst Sri Lankan households, and is now placed alongside multinational company brands.

A number of brand awareness activities and direct marketing efforts resulted in the doubling of its market share in this short span of time. As the brand grew the loyal consumers were rewarded with programmes such as Velvet ‘Ran Waramak’ and Velvet ‘Ran Sihinaya’ which strengthened customer loyalty towards the brand.

The product comes in three variants namely; Velvet Rose – for glowing skin, Velvet Milk – for nourished skin and Velvet Sandalwood – for radiant skin.

To cater to growing demand and changing customer needs, Velvet launched a 100g cake of soap in 2009. This addition provided more value for money while giving the product improved fragrance, moisturizing properties, creaminess and lather unlike most beauty soaps which offer 70g to 75g at a higher price per gram.

Manufactured using the highest grade ingredients at its state-of-the art factory in Dankotuwa, with stringent checks on quality, Velvet maintains the high standards in its final product. Velvet’s promise of soft, healthy skin has been delivered with its unique moisturising vitamin complex that combines moisturizer with essential skin vitamins A, C and E and skin care ingredients.  Thus, local consumers have embraced the brand as a trusted product manufactured according to the high standards of quality.

Speaking of this quantum leap in growth, Anushka Sabanayagam, Senior Brand Manager at Hemas Consumer Brands, said: “In addition to delivering on its product promise, availability and visibility have contributed to bring Velvet on par with other well-established brands. It is not just one factor, but all these factors which contributed equally to this remarkable growth.”

Velvet was also the first beauty soap in Sri Lanka to receive the Halal Certification from the All Ceylon Jamiyyathul Ulama (ACJU) leading to increased popularity of the product. In order to provide its consumers with more variety and to address their ever-changing lifestyle needs, Velvet plans to expand its product range in the near future. Taking a first step in this direction, Velvet hand wash was recently launched in the local market.      

Hemas Group is one of the leading conglomerates in Sri Lanka with a focus on five key sectors – FMCG, Healthcare, Transportation, Leisure and Power Generation.