Within weeks of the launch of formal footwear and accessories under One8 Select this November, the Indian cricket star has introduced fragrances under his brand
The youth icon and the Indian cricket skipper Virat Kohli surely has all the elements needed to create a strong brand. His popularity, achievement and attitude build a formidable brand proposition. It is no wonder then that One8, Virat’s own brand has reached the magical figure of hundred, by registering ₹100 crore in sales in its first year itself. But the cricket star is determined to further spell success to One8’s brand story, and has, therefore, recently unveiled a new range of fragrances under the same.
A new dimension of Virat’s One8
In a major diversification of the One8 brand portfolio, the world’s number 1 batsman as per the International Cricket Council (ICC) ranking for test cricket, Virat Kohli has added fragrances to his brand’s product offerings. The brand has teamed up with Scentials Beautycare & Wellness Pvt. Ltd. to bring out the new line and limited editions perfumes. The fragrances are pitched as an extension of sports star’s personality, and celebrate his fun yet focused outlook to life, symbolising his ‘Always On’ attitude. The One8 range will be available in various formats and packaging including pocket sprays, deodorants, and Eau De Parfum (EDP).
The new One8 fragrances range has been introduced with six variants – Active, Aqua, Fresh, Intense, Pure and Willow. The brand which targets the masses, claims to be committed to offering luxury products at reasonable prices consistently. In keeping with this commitment, the company has engaged some of the finest French Perfumeries to develop the aromas being used in its products. Despite such international alliances, the company claims to have kept the pricing within an affordable range. The brand positioning has been being targeted at the youth and it vows to be accessible to all consumers. The pocket sprays, therefore, start at as low as ₹75 while the deodorants are priced at ₹225. The perfumes, which are currently available in four fragrances, Fresh, Intense, Aqua and Pure, will cost ₹1,495.
The key target group of One8 are the millennials and the youth in the age bracket of 16 to 35 years. The One8 perfumes will be available online exclusively on Myntra and via multi-brand outlets across the country.
One8 that has been crafted after Virat Kohli’s jersey number 18, is also an extension of his ideology of living a youthful, candid and unconventional life, like an 18-year-old. The brand and all its offerings, including the new range of fragrances reflect these traits of the cricketer.
Embodying Virat
But One8 is not Virat’s maiden entrepreneurial venture. In the year 2014, he had launched Wrogn, a disruptive youth fashion label, which is co-owned by Universal Sportsbiz (USPL). Wrogn, which targets young males in the age group of 19 – 28 years, has played a pivotal role in making USPL a successful company in the Indian domestic market. Available via both online and offline channels, this Virat brand is on its way to touch ₹1,000 crore within a few years.
Close on its success, Virat Kohli, liked by fans for his energy and aggressive nature, tied up with German sports brand, Puma last year to launch his own athleisure brand, One8. In keeping with Virat’s ‘fit and active’ mantra, the range of products offered under the brand are a mix of fashion and performance. The product line includes athleisure wear, active wear, sports shoes and accessories, which are retailed through Puma stores and website as well as Myntra.
Virat, who is also the brand ambassador for Puma, has recently taken his brand beyond sports with the launch of formal footwear and accessories for men. The all-leather range has been introduced under One8 Select, in association with Aeon Sports Pvt. Ltd.
The one-year old brand is looking to further strengthen its portfolio and foray into international markets in the near future.
The scent of success
The last few months have witnessed numerous launches in the fragrances’ category, with One8 being the most recent. Earlier, Liberty Lifestyle, of the Liberty Shoes fame, entered the perfume market, Global fragrances unveiled its Double Cross range and ITC added a new variant to its Essenza line. An Euromonitor report attributes such traction to the huge young consumer base and the low penetration of the category. Ipsos Business Consulting India estimates the Indian perfumes and deodorants market at ₹5,000 crore, owing to a strong growth rate of 25-30% in the last few years and increasing popularity of deodorants. With such strong segment statistics in its favour, and a brand ambassador like Virat Kohli, whose brand value was estimated at $144 million in 2017, One8’s foray into the fragrances market is certainly an interesting development for the brand as well as its competitors.
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References:
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