Amway Forays into Herbal Skincare Market

Amway has now forayed 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 in a way which appeals to the youth. With the new range, Amway is aiming to tap the high potential Rs 2000 crore herbal skincare segment in India.

Anshu Budhraja, CEO, Amway India, said that at Amway, the 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 the company’s 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 its desire to offer the highest quality products to the consumers.   

Sundip Shah, Chief Marketing Officer, Amway India, said that they are pleased to launch the Attitude Be Bright Herbals range that will offer differentiated skincare solutions to the youth of India. Amway Attitude Be Bright Herbals brings together in a unique way, the youth belief in trending herbal ingredients with a LAM (Look at Me) appeal through exciting packaging and sensorial. With the latest addition of herbal skin care solutions to its premium beauty and skincare range ‘Attitude’, the company has set out to transform the youth market. This launch is in sync with our latest campaign “Don’t Limit My Attitude” which celebrates youth who have challenged conventional stereotypes in a positive way and have succeeded in their chosen sphere.

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.

The hero ingredients for the day cream is the Indian Kino which works as an 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.