Brand owner Lever Faberge does not seem enthusiastic about the peformance of Persil Black Velvet, but perhaps it should be, because at least one of the major multiles has been impressed enough to launch a me-too version.
A Sainsbury spokesman said the liquid had outperformed expectations to such an extent that the multiple had introduced a similar product to its Perform and Protect own label laundry range.
Lever Faberge however, says the detergent specifically designed to clean and care for black and dark fabrics Âaccounts for less than 1% of the main wash sector. This figure is backed up by Information Resources which shows that Black Velvet's sales totalled nearly £2m for the year ending July 14, 2002, while the mainwash category topped £774m at the same date.
As its launch support totalled £2m, Black Velvet still has some way to go before profitability, but it is a niche product. Developed following research which found that 45% of UK women's clothes were black, it works by locking in the black pigment, which reduces fading.
Lever Faberge aid it had established a core group of loyal consumers among fashion-conscious women. "It has also performed very well in Europe under the name Coral Black Velvet," a spokesman added.
Support has included ads in women's press and on radio, but not TV. Perhaps that option would lead to the kind of improvement Lever Faberge wants to see?
{{MARKETING - BRANDWATCH }}
A Sainsbury spokesman said the liquid had outperformed expectations to such an extent that the multiple had introduced a similar product to its Perform and Protect own label laundry range.
Lever Faberge however, says the detergent specifically designed to clean and care for black and dark fabrics Âaccounts for less than 1% of the main wash sector. This figure is backed up by Information Resources which shows that Black Velvet's sales totalled nearly £2m for the year ending July 14, 2002, while the mainwash category topped £774m at the same date.
As its launch support totalled £2m, Black Velvet still has some way to go before profitability, but it is a niche product. Developed following research which found that 45% of UK women's clothes were black, it works by locking in the black pigment, which reduces fading.
Lever Faberge aid it had established a core group of loyal consumers among fashion-conscious women. "It has also performed very well in Europe under the name Coral Black Velvet," a spokesman added.
Support has included ads in women's press and on radio, but not TV. Perhaps that option would lead to the kind of improvement Lever Faberge wants to see?
{{MARKETING - BRANDWATCH }}
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