Friday, May 31, 2013

Eva Soap Gains Traction in Soap Market


Eva Complexion Care Soap was launched on November 21st, 2012 at the prestigious Sheraton Lagos Hotels and Towers in Ikeja, Lagos and has become the first choice of most consumers as noted in the following report by Mr. Ingram Osigwe, the MD/CEO of Fullpage International Communications Ltd.  


 ~ By Ingram Osigwe Eva Soap has continued to grow in popularity and command of mindshare of soap consumers since its recent re-launch, market survey has revealed.

 A market survey of major provision market in Lagos, revealed an increase in patronage of the brand by bathing soap consumers whose confidence in the product were re-enforced with a recent campaign by the brand owners, Evans Industries Limited. The company embarked on a vigorous campaign running on TV, radio, outdoor (including BRT buses) and social media aims at refreshing the brand image and further build consumer awareness around the brand while positioning it as ‘wholly Nigerian’ brand.

Evans industries has also in response to ever-changing tastes of consumers, added three new variants to Eva’s kitty (to make a total of six variants), offering something for every skin type. The six variants ; Eva Classic, Eva Gold, Eva Herbal, Eva Pearl, Eva Ivory and Eva Forever, analysts believe are opening up new windows of choices for new consumers of the product.

The Eva Classic which comes with Vitamin E extract promises the consumer a younger looking skin and helps it to heal faster; Eva Gold which comes with silk protein, moisturizes and conditions the skin; Eva Ivory comes with milk and honey extracts and nourishes the skin and helps maintain elasticity; Eva Herbal comes with Aloe Vera extracts and helps to reduce skin irritation while removing pimples.

Other variants like Eva Pearl comes with sea minerals extracts and revitalizes the skin by removing old cells while Eva Forever which comes with almonds extract promises ‘great treatment for dry skin.’ Eva Soap first entered the Nigerian soap market in the 1990s as an imported soap brand. The marketing of Eva Soap had suffered hiccups when the Federal Government of Nigeria in an effort to encourage local manufacture banned the importation of soap into the country in 2004.

Evans Industries Limited, a subsidiary of Ekulo Group of Companies, took the bull by the horn and went into local production of Eva Soap to fill the gap that was created by the ban. The company joined a few bold indigenous companies like Dangote Group and Orange Drugs which have shifted from just marketing imported products to local manufacturing of consumer goods.

At its maiden launch on November 21st 2012, The General manager of Evans Industries ltd , Engr. Dan Nwaiwu said ‘ Eva soaps are manufactured with one main objective; to fill the gap created by the absence of beauty soap of international standard in the Nigerian market, resulting from the ban on imported soap in the country. Thus the soap was manufactured with all the qualities of imported soap and much more. To add to its brand strength, it also came at a price that was affordable to the Nigerian consumers.

 At the unveiling of Eva soap on November 21, 2012, Sheraton Lagos Hotels and Towers in Ikeja, Lagos.

Over the years, Eva has grown to become one of the leading bathing soap favoured by families. Some months ago, Brand Health, a marketing research company released a market study showed Eva is among the Top 4 on the Most Trusted bathing soap chart in Nigeria. Although targeted at ladies who are desirous of maintaining a glowing natural skin, Eva Soap has won a huge fan base in the men folks who cherish it for its sweet fragrance and smoothening effect on the skin. Consumers who spoke to our correspondent are enthralled by its effect on their skin and the whiff of sweet smell that lingers after each encounter with the soap.

 Mr. Emeka Oramadike, Engineer Dan Nwaiwu, Mr. Gbenga Adepoju and Mr. Kola Subair at the launching of Eva soap.

A consumer, Chima Okafor, revealed that his whole family uses the brand, “Eva is very good. My family and I use Eva. It makes the skin soft and it is economical because it lasts long” Adeola Famiroti prefers the Eva soap because, “I like the soap, it foams well. I like the smell.”

Some loyal consumers also like Umoren Udo say the soap helps to clear stretch marks and heal dry skin. “It smoothes my skin,” he added..

A housewife, Mrs Adaeze Okere said, “My husband and I like the soap. It foams well and has a sweet smell.”
Abdul Mikailu echoed Mrs Okere: “Eva is good. It is strong and foams well.”

 Speaking on the differentiating qualities of Eva Soap, Marketing Manager, Ekulo Group, Emeka Oramadike, noted that Eva soap is made with no fillers contains top quality perfume and mineral extracts which are body conditioners. “A lot of soap manufacturers use fillers such as sodium sulphate to reduce the cost of production, but Eva Soap has zero filler. With Eva soap you have no need of deodorant. It has extracts which are special body conditioners. Eva Soap is made in a unique size that can last a family of six for one week depending on usage,” he said.

~  Ingram Osigwe is the media consultant to Ekulo Group.. 

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