Dettols Big Colour Mix-up - How packaging can make or break a product.

Dettol new Even tone hygiene soap

Reckitt Benckiser (RB) have created a wonderful new arrival to Dettol Soap extended family. I think Dettol soap range and Reckitt Benkinser brand are leaders in the Nigeria personal care market. This company was established in 1999 by merger of UK-based Reckitt & Colman plc and Netherlands-based Benckiser NV (wikipedia.org). I happen to use Dettol Soap as my personal brand. However, they've got things all mixed up with their new "hygiene" soap. The problem? Well, it's just that the colour of its package doesn't quite conform with what's trending in Nigeria Beauty Care market. This is surprising when you consider that RB has been around for decades and quite frankly they should know better. A great product but the market research and subsequent product packaging are completely off. I mean, brown package for an "even tone" soap? Brown?? I mean, seriously? RB is spending a lot in trying to market this product and we can understand why.

Big money promos-money spent wisely?

Do have some market penetration master plan? Do they want to muscle their way into the market? Maybe. Time will tell. It's a mystery why they want to make the job so much more difficult in an economy of low margins and shrinking market share?

Anyway, we've displayed some of the more successful and popular products in the Nigerian market. Let's look at the packaging. You don't have to be Sigmund Freud to see the similarities.

Dove Pink/Rosa cream bar

NIVEA natural fairness lotion

Vaseline Intensive Eventone lotion

Naturessence Body Cream 

Clear Essence Complexion soap