Dexe Root Cover Up Dark Brown Root Touch Up 6g - Hydrating Hair Color Concealer

Dexe Root Cover Up is a convenient and temporary solution to cover up grey roots or regrowth in between salon visits. This root touch up is easy to apply and dries quickly, providing instant coverage.

Key Features: - Comes in a compact size for easy on-the-go touch ups - Water-resistant and sweat-proof formula - Available in multiple shades to match your hair color

For whom: - Ideal for anyone looking to temporarily cover up grey roots or regrowth - Suitable for all hair types and colors

Pros: - Provides quick and easy coverage - Blends seamlessly with existing hair color - Long-lasting formula

Cons: - May need to be reapplied after washing hair - Limited shade range may not accommodate all hair colors

Factor	Weight	Contribution	Rationale	Sources
Spec/Feature Fit	25	20	Matches consumer need for easy-to-use, long-lasting hair color concealers.	Euromonitor
Brand Strength	20	18	Established brand with a reputation for quality hair care products.	Brand Equity
Category Momentum	20	15	Growing demand for quick hair touch-up solutions in Indian market.	Mintel
Price Positioning	20	10	Competitively priced compared to similar products in the market.	Retail360
Competition	10	8	Facing moderate competition from other root touch-up products in the market.	BeautyInsider
Use-case Advantage	5	5	Provides a convenient solution for covering roots between salon visits.	Vogue
Final Market Score	100	76/100 (3.80/5)	Strong brand and feature fit position 'Dexe Root Cover Up Dark Brown' well in the Indian hair color concealer market.

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