J.K. Helene Curtis Ltd extends its Park Avenue Beer Shampoo product line

Launches two new variants for Dry and Oily hair

Offers a refreshing twist to take care of hair through a proven beer ingredient

Available nationally across all leading stores and pharmacies

Conditions the hair with natural amino acids to give better shine to the hair

J.K.Helene Curtis Ltd, India’s Leading Male Grooming Company, today announced the extension of its Park Avenue Beer Shampoo product range by launching its new variants for Dry and Oily Hair. J.K. Helene Curtis had launched Park Avenue Beer Shampoo in Oct 2012 breaking the clutter and creating a new shampoo category in the hair care segment.

The Park Avenue Beer Shampoo offers consumers a refreshing twist, as Beer not only boosts hair volume but also makes it soft and silky. Infused with amino acids, proteins, mineral-rich malts, barleys, hops and yeast, the Park Avenue Beer Shampoo brings the best of the beverage to give your hair party time every single day. The natural amino acids present in beer helps to condition the hair that leads to mending of the broken hair and gives better shine to the hair.

Commenting on this extension of the product line, Anil Kulkarni, Business Director, J K Helene Curtis Limited said, “We have created a separate category within the Hair care segment in the country by launching the first ever beer shampoo for men and have received an overwhelming response from consumers. We would like to cater to all consumers as we recognize that men have different type of hair and we have created two new variants within Beer shampoo that caters to Dry hair and Oily hair. We are confident that the Park Avenue Beer Shampoo is set to bring about a behavioral change amongst our male consumers and meet their hair care needs thus, making men conscious about personal grooming,”

Park Avenue Beer Shampoo for Dry hair is designed with BEER derived from Barley that helps cleanse the dirt and oil without removing the inherent properties of hair. It helps to reduce the dryness of hair due to pollution, over exposure to sunlight and chemical treatment. It also reduces hair loss due to damage and tangling and enhances the softness & smoothness of hair that leads to ease of combing thus, strengthening the hair.

Park Avenue Beer shampoo for Oily hair is designed with Beer derived from Barley that helps clean the excess oil from the scalp and the hair without affecting the inherent properties of hair. The amino acid helps to condition & nourish the hair that gives a natural shine to the hair.
The Park Avenue Beer Shampoo for Dry hair and Park Avenue Beer Shampoo for Oily hair will be available nationally through various leading general stores, pharmacies, amongst others. It will be available in packaging of 200 ml at Rs. 160 nationally across all leading stores and pharmacies.

J K Helene Curtis, owner of the Park Avenue brand, already features prominently among male grooming market with products like deodorant, soap, face wash, shaving gel, after shave lotion and hair cream.

About J. K. Helene Curtis Limited:

Established in 1964, J.K. Helene Curtis Limited is a part of the Raymond group, based on the principles of Quality, Trust, Excellence and Leadership. With over 40 years of combined experience in the Personal Grooming & Toiletries Industry, the company has built world class quality brands namely Park Avenue, Raymond, Premium,  that spans across the  Men’s Grooming and Home Care categories.

The Park Avenue range includes Fragrances, Body Care Solutions, Shaving Systems and Hair Care Solutions for the grooming needs of today’s man. All personal grooming products are developed using international standard fragrances and a high level of research to ensure that they stand the test of quality and consistency.  J. K. Helene Curtis recently launched the innovative Park Avenue Beer Shampoo – the first-of-its-kind product which received an overwhelming response from consumers across the market.

The dedication of the team is embellished by the fact that Park Avenue became the second largest deodorant brand in India and also was amongst the 50 Most Trusted Brands in the Brand Equity survey. Today J. K. Helene Curtis is one of the leading players in the Perfume Sprays and Body Deodorants categories and is a market leader in the Room Freshener and Eau De Cologne categories.