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perfume business 2018-09-24

McNROE conjuring up a new image for Secret Temptation

According to India Perfume Market Overview, 2016-2022", the demand for perfume products has been driven by rising personal grooming, brand awareness, increasing disposable income, growing demand from middle-class population and affordable range of perfumes.

By Senior Correspondent
McNROE conjuring up a new image for Secret Temptation

India has a deep historical connection with fine fragrances. While it started with KannaujIttar, the country witnessed a number of home-grown brands in the segment over a period of time, trying to grab the evolving market.

According to India Perfume Market Overview, 2016-2022", the demand for perfume products has been driven by rising personal grooming, brand awareness, increasing disposable income, growing demand from middle-class population and affordable range of perfumes. And a major player in the segment, Secret Temptation from the house of McNROE, recently undergone a transformation.

The brand went through a consolidated re-launch given the evolution of women and their aspirations. Apart from rebranding its products, Secret Temptation has also launched its new TVC which aims to inspire women to “Own Her Temptation”. We talk to Narendra Kumar Daga, MD, McNROE, about his further course of action for the brand.

Tell us about Secret Temptation, its inception and journey so far.

Secret Temptation was conceptualized for the female grooming segment by McNROE in 2006. The brand offers an array of products ranging from perfumes, deodorants, talcum powder, soaps and wet wipes for women. Secret Temptation is a brand with a strong legacy and has seen aggressive growth in the last year through consumer pull. While the female grooming segment is growing at 5x, Secret Temptation is driving a 10-fold growth for the category.

Introduce us to your latest collection and their USP.

The fresh new bold avatar of Secret Temptation has six fragrance portfolio including Romance, Mystery, Affair, Play, Passion and a newly-launched premium variant called Desire. The new variant has a Turkish rose component, the most expensive and exquisite rose profile. The sublime rosy fragrance together with floral germanium and lingering musk is a heavenly promise for lasting freshness.

The brand underwent an identity change recently calling women to ‘Own Your Temptation’. Elucidate on the change and the reason for the same.

Secret Temptation’s progressive ideology and fragrances have observed growth through consumer pull. It was felt that it was time to re-phrase the brand given the evolution of women and their aspirations.The brand speaks the bold voice of today's young women who refuse to be cowed down by stereotypes of society and their immediate environment. Spelling confidence through the tag line “Own Your Temptation”, the brand boldly encourages women to pursue their desires with conviction and not shy away from exploring theirtrue desires.A woman of today is unstoppable when allowed to pursue her desires with conviction. Secret Temptation is the voice of change and the brand’s new TVC is aimed to inspire her. Our new campaign walks ahead of gender biases and docile, delicate stereotypes associated with the "weaker sex".

What is your success mantra for McNROE and brands under your umbrella?

McNROE came into existence because I didn’t shy away from my love for fragrances. I began my journey with 2 variants and today we have a portfolio of 60 variants under brands Wild Stone, Secret Temptation and Heaven’s Garden.It’s possible to convert ideas to reality if dreams are chased with faith and conviction. I’d like to encourage everyone to own your passions, your wishes and your temptations. That’s McNROE’s “Secret” success mantra.

Tell us about your retail presence. Also, do the brand retail through online portals as well?

Our products are available in 2,00,000+ outlets pan India and are continuously expanding our footprint. Besides our extensive network with third party distributors, we have forayed into e-commerce through our online store and have established direct engagement with our consumer base.

What are your plans for expansion in terms of retail presence and also product assortment?

In terms of product assortment, we are scrutinizingskincare and groomingin the short- medium term. The idea is to expand outreach into tier-II and tier-III cities and ensure presence across prestige outlets in India.

McNROE has been in the industry for years now. How have you seen the fragrance industry evolve over time? What were the great innovations incorporated by the brand throughout its journey?

NKD: In 1980s, whenI was exploring different fragrance delivery portfolios, talcum was a good market to venture into. The volume requirement was high and the differentiating factor, that is, the fragrance is McNROE’s speciality. The market for fragrances witnessed a marquee shift in 2006 as consumers preferred deodorants to talcum. We started manufacturing Secret Temptation and Wild Stone deodorants in addition to talcum.India currently supports a >17,000 kilolitres deodorant industry, which is growing at 5- 6percent annually.

Currently, there are two sets of consumers where one set is reluctant to spend over Rs.250 on perfumes; while the other doesn’t mind splurging on imported perfumes. McNROE aims to eradicate this looming bifurcation with a comprehensive product portfolio.There is immense opportunity for growth in the fragrance industry and our intentions remain to explore this segment with clear focus on grooming.

What’s your take on franchising as a model for expansion?

NKD: We surely want to expand outreach through franchising across tier-II and tier-III centers pan India besides growing our focus on continuous innovation of new products.

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