Household cleaning products manufacturer, Reckitt Benckiser Arabia (RBA), a subsidiary of Reckitt Benckiser (RB) recently announced the re-branding of its depilatory product Immac to Veet. RB's depilatory products have been sold as Immac in the Middle East, Africa and the United Kingdom (UK) and as Veet in the rest of Europe.
Over the past 18 months, the company has put in a transformational plan and the name Immac has been going through a product name change in this region. Following a series of new products, Immac has become the market leader in the depilatory category in Saudi Arabia and the United Arab Emirates (UAE), according to a company press release.
With the change to the Veet brand name, there will be no significant alterations to RB's current depilatory product range. The range will continue to include creams, foams, cold wax strips, roll-on and halawa. The price will also remain unchanged but there are some modifications to the packaging and the variant descriptions. The Veet range includes highly effective and innovative depilatory products like the Veet Aqusystem Roll-On and Veet Mousse hair removal foam.
The Veet brand will be available in the Middle East and African markets as of April 2002. RB is headquartered in the UK and the company markets its products in about 180 countries around the world. RBA is based in Dubai and markets to 36 countries in the Middle East and in North Africa. The RBA portfolio includes a range of brands in fabric care, surface care, dishwashing, pest control, air-care, health and personal care. — (menareport.com)
© 2002 Mena Report (www.menareport.com)
