Parachute - Brand extension par excellence

Coconut oil has been traditionally used as a therapeutic daily treatment for healthy scalps and luxuriant hair. Marico, one of India's leading native FMCGs, is known for its leading Parachute brand of coconut hair oil and the pioneer in branding a commodity product to great success. But one of the problems with coconut oil was that it was sticky, smelly and oily, and therefore could be used only as an overnight, pre-wash treatment and the style conscious were apt not to use it. In what can only be described as brilliant strategy, Marico launched products that addressed this shortcoming. Parachute Advansed as a fast acting, one hour prior to wash product; Parachute Jasmine as a post-wash, non-sticky, fragrant alternative; Parachute Therapie as a 45 day hair fall treatment product; Parachute After Shower cream as a non-sticky, non-oily alternative; and Parachute Styling Gel for the style conscious. Making usage possible post-wash increased the addressible market. Making it non-sticky, non-oily and odor free made the young accept the traditional treatment. All the while Marico kept the core coconut oil proposition intact. A brand line extension that was par excellence and effectively leveraged a strong, leadership brand.