The company is targeting the burgeoning INR 2,000 crores herbal skincare market in India, which is growing at a healthy double-digit rate.
Amway India, the country’s largest FMCG direct selling company, today announced its foray into the herbal skincare market with the launch of the ‘Attitude Be Bright Herbals’ range. The new skincare range from Attitude brings together the goodness of botanicals combined with modern research, backed by the company’s legacy of BEST of Nature and BEST of Science. With the new range, Amway is aiming to tap the high potential INR 2000 crore herbal skincare segment in India.
Announcing the launch of Attitude Be Bright Herbals range, Mr. Anshu Budhraja, CEO, Amway India, said, “At Amway, our focus has been on offering products that address the needs of the discerning Indian consumers. The Indian herbals segment offers a huge potential and we are focusing on tapping that potential by developing and introducing innovative and distinctive quality products within our existing categories. This launch of Attitude Be Bright Herbals is our latest innovation in the beauty segment that is set to revolutionize the market with its latest formula for skin brightening and pollution protection both of which are important youth needs. The launch of the Attitude Herbals range follows the launch of the extremely successful Nutrilite traditional herbal range earlier this year and both reinstate our commitment to India and our desire to offer the highest quality products to the consumers.”
This skincare range from Amway consists of three products – a day cream, a night cream and a face wash. At the heart of Attitude Be Bright Herbals range is the Herbal Blend along with each product enriched with Hero ingredients like Indian Kino, Mangosteen Butter and Papain Enzyme along with Biosaccharide Gum to curtail the damaging effects of pollution and LumiskinTM* complex for skin brightening.
GS Cheema, Senior Vice President, North and South, Amway India, said, “Amway Attitude Be Bright Herbals brings alive the proposition of inherent luminosity that the brand promises. With the latest addition of the herbals skin care solutions to our entry-level premium beauty and skin care range ‘Attitude’, we are set out to transform the market with the focus on those who are busy chasing their dreams and ambition – that is the youth. To truly understand this segment, we undertook an extensive market research among the youth, which empirically established the need for skincare solutions that resonate with their inclination towards herbal products while providing highest levels of results for their skin. We are pleased to launch the Attitude Be Bright Herbals range that will offer customers differentiated skincare solutions.”
Anisha Sharma, Category Head, Beauty & Personal Care, Amway India, added, “In today’s fastpaced life with long working hours, lengthy commutes and stressful lifestyles, convenience becomes the key for the right skincare regimen. Through Attitude Be Bright Herbals range, we are geared to provide unparalleled skincare solutions for those who are on their journey to achieve their dreams and ambitions. The Attitude Be Bright Herbals range combines the goodness of trending herbal ingredients for protection against pollution with pleasant sensorials for LAM (Look at me) appeal”
The hero ingredients for the day cream is the Indian Kino which works as antioxidant and detoxifies skin; the night cream has Mangosteen Butter which provides emollience and moisturization; and face wash with Papain Enzyme from papaya seeds exhibits natural exfoliation properties helps to keep skin clean, soft and supple. Along with these, the herbal blend in Attitude Be Bright Herbals range includes Aloe Vera for effective moisturization, Indian Pennywort for skin conditioning, Seabuckthorn as a powerful antioxidant and Sandalwood helps in detoxifying and clearing dark spots.
- Be Bright face wash is a water-based gel, a 100% soap free formula which makes it mild on skin. It is enriched with Papain Enzyme that offers gentle exfoliation for a clean, fresh looking skin
- Be Bright Day Cream comes with SPF 15 and PA +++ which helps in hydrating and detoxifying the skin while providing protection against pollution for bright and even toned skin. It is enriched with Indian Kino, a known anti-oxidant that detoxifies.
- Be Bright Night Cream guards skin against pollution, hydrates, soothes, calms and gives skin a radiant glow. It is enriched with Mangosteen Butter that offers long hours of emollience and moisturization to the skin.
All three products work together effectively to provide pollution protection and make it visibly brighter in four weeks*
Attitude Be Bright Herbals follows the successful launch of Nutrilite Traditional Herbs range earlier this year, marking Amway’s entry into the herbal nutrition segment, which is soon expected to cross INR 100 crores mark in sales by end of 2018.