Indian conglomerate Godrej Consumer Products has launched the Valon Body Lotion in Kenya. The lotion will come in variants such as Soothing Aloe & Avocado Oil, Nourishing Cocoa Butter, Renewal Glycerin & Vitamin E and Hydrating Milk & Shea Butter.
Godrej Chief Executive Officer Mr. Rohit Vengurlekar said that the launch of Valon Body Lotion is part of the company’s commitment in providing East African consumers with superior quality products at great price points.
“We have invested heavily in the Valon Body Lotion’s research and development to deliver superior skin care products at a great value for the Kenyan consumer,” said Mr. Vengurlekar.
With a 42% market share in petroleum jelly, Godrej is seeking to leverage on Valon petroleum jelly’s 45-year brand presence, heritage and equity in Kenya to penetrate the body lotion segment.
“Today, Kenya’s skin care industry is worth more than $102 million and its outlook is very positive in the coming years with growth in both volume and value. Industry analysts are looking at recording a value compound annual growth rate (CAGR) of 4% over the forecast period to reach $137 million by 2022. As Godrej, we remain very excited by the tremendous potential of the Kenyan market and look forward to further building our business,” said Mr. Vengurlekar.
According to Euromonitor’s Skin Care in Kenya 2019 report, premiumisation of products is driving stronger revenue opportunities for retailers. This is as a result of Kenya’s youthful and aspirational middle-class who are seeking to stock products that offer exclusivity. The report further highlights that more consumers prefer formulations that contain organic and natural ingredients. This is because of pollution, which along with sun exposure can cause premature skin ageing.
The Valon Body Lotions will be available at a recommended retail prices of Ksh. 50 for 100ml, Ksh. 95 for the 200ml, Ksh. 155 for 400ml and Ksh. 215 for the 600ml.