MAM
RED HUNT and Triton Communications launch campaign introducing an exciting new men’s grooming range with global fragrances
MUMBAI: After the success of Layer Shot and Layer Wottagirl, Adjavis strengthens its portfolio with an exciting new brand RED HUNT- a range of Men’s grooming products including Perfumes, Deodorants, Shower Gel, Facewash, Hair Gel and many more. The products come with international fragrances that are bound to appeal to the youth’s senses as well as the opposite sex.
Triton Communications, with its vast experience of launching and building Set Wet range of products has created a series of 9 commercials for RED HUNT.
For this man of today, Adjavis has launched RED HUNT – a grooming range for men that will make them stylish, confident, attractive, fashionable, and irresistible and change the hunting game forever. The launch campaign therefore aptly uses the tagline ‘BE HUNTED’ thus positioning the brand as a catalyst that adds to your effortless charm that no woman can resist.
The launch ad is being released first to set the theme for the brand along with a range film followed by the rest of the commercials which will be released in a series of 2-3 tvcs at a time in the following months.
Virendra Saini, Executive Director, Triton Communications, says “We are thankful to the client for awarding us the business. Triton has a history of building brands from scratch and converting them to leaders or strong challenger brands in their respective categories. Right from the name RED HUNT to all that is gone into bringing the brand to the consumer, I am sure the youth won’t be able to resist its call on the shelf”.
Jyotsna Parikh, Creative Head- Mumbai, Triton Communications says, “It’s a dream for every creative to launch a brand from scratch. I’m proud to say that the packaging that we created has already garnered a lot of eyeballs – in stores and amongst our peers. The communication idea is simple. We have Warnings as a creative device that tells men, if they use this amazing range of grooming products they are bound to be hunted. The track is peppy and uses a siren that’s taken forward in all the films and has already become a big hit.”
Shail Patel, Director – AVL says “Having established LAYER’R SHOT and LAYER’R Wottagirl brand in the fragrance category; Adjavis Venture Ltd. (AVL) was always on the lookout for new offerings. Offerings that would be attractive make Men look and feel stylish. Extensive research and evaluating various options boiled down to Men’s Grooming Range, a category which is fast growing and gaining momentum with the youth of today.
The task was to have a very strong Brand Name and a Communication Platform that would help us launch and differentiate our brand from the rest available in the market. With a brand name like Red Hunt and with our communications partner Triton Communications who came up with a bold look with regards to product packaging and a communication route – WARNING – You will be Hunted. RED HUNT. All seemed to be working in synergy. Two launch communications are on air and many more will follow soon. All aiming to make the Youth of today, so Guys be Ready to Get Hunted”
Brands
Estée Lauder to shed 10,000 jobs as new boss bets on digital shift
The cosmetics giant raises its profit outlook but stays silent on a possible merger with Spain’s Puig, as job cuts deepen and a three-year sales slump weighs on the turnaround
NEW YORK: Stéphane de La Faverie is not done cutting. Estée Lauder announced on Friday that it plans to eliminate as many as 3,000 additional jobs, taking its total redundancy programme to as many as 10,000 roles, up from a previous target of 7,000 announced a year ago. The company, which owns La Mer, The Ordinary, Tom Ford, and Aveda, employs roughly 57,000 people worldwide. The mathematics of what is now being contemplated is stark.
The fresh round of cuts is expected to generate a further $200 million in savings, bringing the total annual savings from the programme to as much as $1.2 billion before taxes. That money, De La Faverie has made clear, will be ploughed back into the turnaround.
A CEO in a hurry
De La Faverie, who took the helm in January 2025, inherited a company that had endured three consecutive years of annual sales declines. His response has been to move fast and cut deep. A significant portion of the latest redundancies reflects his push to reduce headcount at US department stores, long a cornerstone of Estée Lauder’s distribution model but now a channel in structural decline. In their place, he is accelerating the shift toward faster-growing online platforms, including Amazon.com and TikTok Shop, a pivot that is reshaping not just where Estée Lauder sells but how it thinks about its customers.
The numbers are moving in the right direction
Despite the pain, there are signs the medicine is working. Estée Lauder raised its profit outlook for the remainder of the fiscal year, guiding for adjusted earnings per share in the range of $2.35 to $2.45, above analyst estimates and a notable step up from the $2.05 to $2.25 range it had guided for in February. Organic net sales growth is expected to come in at 3 per cent, the company said, at the high end of the range it set out in February.
The share price tells a mixed story. After De La Faverie took charge, the stock surged nearly 60 per cent, buoyed by investor optimism that a longtime company insider could finally arrest the decline. But 2026 has been rougher: the shares have fallen 27 per cent this year, weighed down by disappointing February results and the overhang of unresolved merger talks with Spanish beauty giant Puig Brands SA. The company gave no additional details about those discussions on Friday, leaving the market to guess.
Silence on Puig
The proposed tie-up with Puig remains the most consequential unknown hanging over Estée Lauder. A deal with the Barcelona-based group, which owns brands including Carolina Herrera and Rabanne, would reshape the global luxury beauty landscape. But with nothing new to say and a turnaround still very much in progress, De La Faverie is asking investors to trust the process.
Three years of sales declines, 10,000 job cuts, and a merger that may or may not happen. At Estée Lauder, the overhaul has barely started.
