Henkel, a homecare product maker, has unveiled WAW Colour, a detergent into the Nigerian market to help customers have an excellent washing experience with their coloured clothes.
The unveiled of the new product was done during WAW distributors’ meeting and a review of the performance of the brand in the past year and plans for next year held in Lagos recently.
According to the Chairman, Managing Director, Henkel Nigeria, Mr Rajat Kapur most of the decisions taken by the firm is done after extensive consumer research, the reason for the introduction of the new product.
He added that the product will help cloth look sparkling clean and new each time they are washed.
While assuring its business partners/distributors on continuing its innovating drives, he said it wouldn’t rest on its oars in delivering innovative products for customers and ensuring that its partners have a great relationship with the company.
He said, “Most businesses don’t solve problems fast enough. This is a problem. It is important that we work with speed. If problems are not solved fast enough, it affects the performance of the product in the market.”
He added that globally the brands from the stable of Henkel are known for quality and has increased penetration through e-commerce, retail sales and others, urging other brands to act fast in order to keep pace with the new generation of consumers.
He said, “The next generation that is coming in 10 steps ahead. Most of them seek convenience and speed. A lot of them are already comfortable staying at home and purchasing items online where they find more varieties at cheap prices.”
The event was also used as a platform for introducing Nollywood actress, Funke Akindele-Bello to distributors as the brand ambassador of the WAW. Recall, the actress was recently unveiled as the brand ambassador in November 2019.
The actress called on all her fans to use WAW because of the uniqueness and how it would make their coloured clothes outstanding.
Kapur said the firm had leverage technology to drive its product and relationship with partners. He said further WAW is now the number two detergent brand in the country and it is working diligently to become number one.
The Marketing Manager, WAW, Olumide Aniyi-Kaye, said the products were created after extensive consumer research and immersion and its unique selling point was the technology used which is deployed to make sure that fabrics stay protected when they are washed with the detergent.
He said Henkel rolled out a lot of campaigns for the product to give it the needed market penetration.
Henkel holds leading positions in many markets and categories around the world. In Nigeria, it has operated for eight-year with its WOW and Nittol doing well. On the global stage, it was founded in 1876, Henkel operated with a well-balanced and diversified portfolio.