DI 6 Hydrabad KEERTHIDettol Icy cool user 05 09 2026

Discussion on Dettol Soap Usage

Product Awareness and Purchase Behavior

• The participant is familiar with Dettol and Centol soaps, purchasing them primarily from local Kirana stores or through quick e-commerce platforms like Swiggy and Zepto.

• They have been using Dettol for the last two summers, typically buying the 100 grams pack which costs around ₹170 to ₹180.

Initial Experience with Dettol

• The participant switched to Dettol after experiencing summer rashes, seeking a new product that could provide relief.

• They discovered Dettol through advertisements and in-store displays at DMART, intrigued by its fresh feeling.

Daily Usage Patterns

• The participant bathes twice daily using the soap; family members sometimes use different soaps but occasionally share the same one.

• They appreciate the mild fragrance of Dettol, noting it keeps them fresh for an extended period without being overly slippery.

Cooling Sensation Feedback

• The cooling sensation provided by the soap is satisfactory; they believe increasing it further might be overwhelming.

• For them, the current level of cooling is adequate and does not require enhancement.

Overall Product Evaluation

Performance Review

• The participant rates Dettol as 10 out of 10, highlighting its fresh fragrance and effective cooling properties essential for summer use.

• Packaging is considered average; they note it features an ice cube image along with claims about enhanced cooling effects.

Advertising Impact

• They recall seeing ads on TV showcasing users enjoying a refreshing experience while bathing with Dettol but cannot remember specific details or celebrities involved.

Longevity and Effectiveness

Soap Longevity

• A single bar lasts approximately 25 days when used solely by the participant.

• The cooling sensation begins post-shower, lasting around two hours while the fragrance remains effective for about four hours.

Cooling Experience Description

• The cooling effect is described as gradual and comfortable rather than intense; it continues even after leaving the bathroom.

Brand Loyalty Considerations

Preference Over Competitors

• If presented with a new brand claiming double-lasting cooling compared to Dettol, they would still choose Dettol due to its established reputation and personal satisfaction with its performance.

Fragrance Characteristics

• The fragrance is described as fresh yet mild—unisex in nature—avoiding strong floral notes that could cause headaches.

Importance of Germ Protection

Ranking Key Features

• When ranking important features of soap usage: first is cooling sensation, followed by germ protection, then fragrance. This indicates a preference for immediate comfort over long-term hygiene benefits.

Trust in Brand Promises

• The participant believes in Dettol's promises regarding germ-killing efficacy (98%) and invigorating freshness based on their experiences.

Discussion on Dermicool Soap and Brand Awareness

Initial Impressions of Dermicool

• The conversation begins with a mention of Dermicool soap, indicating familiarity with the product but questioning its visibility in advertisements.

• The respondent recalls seeing ads for various cooling brands, including iPhones, but struggles to remember specific details about Dermicool's advertising.

Advertising Recall and Product Recognition

• The respondent admits confusion regarding the brand association, initially thinking the ad was for Synthol rather than Dermicool.

• Despite liking the ad concept, they did not purchase the product due to lack of availability in supermarkets.

Availability and Recommendations

• The respondent notes that they have only seen Dermicool in one local store but lacked personal recommendations from friends or family.

• They express skepticism about the product's popularity, suggesting it may be less known compared to competitors.

Key Features Highlighted in Advertisements

• The ad emphasizes ingredients like camphor, mint, and thyme oil as key components contributing to an intense cooling sensation.

• It is noted that during summer months, using this soap can alleviate discomfort caused by sweating.

Benefits Comparison with Competitors

• Respondents find both Dermicool and Dettol soaps offer similar cooling benefits; however, Dettol is perceived as having additional antibacterial properties.

• There’s a consensus that while both products provide cooling effects, Dettol also addresses body odor concerns more effectively than Dermicool.

Evaluation of Advertisement Effectiveness

Relatability of Ads

• A comparison between two ads reveals that the second advertisement resonates more with viewers due to its relatable scenario involving post-exercise freshness challenges.

Specific Claims Made by Ads

• In the second ad featuring a woman who feels unrefreshed after showering until she uses Dermicool soap, claims are made about long-lasting icy coolness provided by its ingredients.

Overall Experience Ratings

• When asked to rate their overall experience with Dettol's icy cool soap on a scale from 1 to 5, respondents reflect on their preferences based on effectiveness and brand trustworthiness.

Brand Trust and Market Positioning

Brand Recognition Factors

• Respondents highlight Dettol’s established reputation as a trusted brand over newer entrants like Dermicool soap.

Competition Analysis

• There is an assertion that competition exists more significantly between brands like Sintol and Havankul rather than comparing them directly with Dettol.

This structured summary captures key discussions around product awareness, advertising effectiveness, ingredient benefits, and brand positioning within the market context.