Zuru, known for its toy innovations, has entered the fast-moving consumer goods (FMCG) space with its new consumer products venture, Zuru Edge.
The brand has launched a hair care product, Monday Haircare, which is now available at Clicks stores across South Africa. This marks a milestone in Zuru’s expansion beyond toys into the world of everyday consumer products by applying the same innovative approach.
Zuru Country Manager Glenn Ambrose explains that Zuru’s decision to enter the FMCG market through Zuru Edge is based on the company’s philosophy of disruptive innovation.
“The company is applying the same bold strategy that has made it a giant in the toy industry to consumer goods,” he added.
“Zuru Edge is focused on leveraging data, design and marketing to create high-quality, affordable products that disrupt traditional market categories.”
“At Zuru, we are always looking for ways to apply disruptive thinking to different industries. At Zuru Edge, we are committed to creating better consumer products: innovative, accessible, and designed for today’s consumers. Monday Haircare is a perfect example of this vision,” added Ambrose.
The Monday Haircare range, which includes Moisture, Smooth, Volume and Repair, is formulated with natural ingredients such as coconut oil, shea butter, rice protein and vitamin E to cater to a variety of hair types and needs.
“Monday is a brand that combines quality, sustainability, and affordability in a way that deeply resonates with today’s consumers. We are committed to meeting the growing demand for premium yet accessible beauty products. We are excited to introduce Monday to the South African market.” Ambrose.
Packaging is also a key feature of Monday’s innovations. The pink bottle is made from recyclable plastic and is designed to look great on your bathroom shelf, making it Instagram-worthy while promoting sustainability.
“Mondays have seen tremendous growth around the world, and the South African market is no exception. Consumers are looking for beauty products that deliver quality and affordability, and Mondays ticked all the boxes. Ambrose added.
“We partnered with South Africa’s local distribution company, Alchemy Business Development, to expand the brand’s reach across multiple retail stores across the country,” he explains.
“Our local partnerships range from traditional retail with Clicks to e-commerce platforms such as Superbalist and Takealot, and we aim to expand this in the coming months.”
He added that the brand has expanded into major international markets including Australia, New Zealand, the US and the UK, and is already sold at retailers such as Walmart and Target.
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