I was browsing through Parachute's latest products at a local store and saw their focus on creams and gels. In one way that seems to be a direct association with youth which made me happy, since it directly connects with the web and the whole 2.0 phenomenon of teenage chatter online. But what also came across was the perception that the "Parachute" brand has with it's customers. Though a clear category leader in hair oil, I wasn't sure if the urban kid wanted to be associated with a brand that stands for an age old staple, especially for the women folk in their house. I guess the Hair Gel market has increasingly tried to outreach to an audience averse of using oil and was wondering whether a new/independent brand identity would have worked better.