Emami forays into the face wash segment; Launches BoroPlus Advanced Moisturising Face Wash

Emami, the face of Indian cosmetics, announced its entry into the Indian face wash market for the first time. The first of its kind, BoroPlus Advanced Moisturizing Face Wash, with its unique two way action promises to deep cleanse and moisturize your skin leaving it soft and supple. After oil, talc and cream contributing approx 60 % of the top line growth, Emami plans to make it big in the face wash category.

Emami enjoys leadership in niche product categories such as cooling talc, men's fairness cream and headache curing balms. However, this is Emami's first venture into the face wash segment; which is a well penetrated category with intense competition from national and international players with an overall valuation of at Rs 681 crores (Mat Dec 2011).

Meantime, Emami has also been entering other skin care categories. Over the past year, for instance, it extended the Boroplus brand into sun screen lotion, skin therapy cream, winter cream and entered the soap category with launch of the Malai Kesar and Pure Skin Soap. The company promises to live up to the precedence of high quality range of products this time as well.

Says Krishna Mohan, CEO, Emami Limited, "We all face skin problems due to dryness and dirt which pose real challenges to maintain the natural hydration of the skin. As a category, face wash has crossed the Rs 681 cr mark with good growth rates - both in value (61%) and volume terms (46%).However, this latest face wash from BoroPlus is our answer to skin care with one single solution' a moisturizing face wash that will remove all impurities from your face and make the skin soft, supple and irresistible to touch. The product is going to have a pan-India launch with the initial target being the metro cities; later we gradually plan to penetrate into regional markets as well which also harbours a huge consumer base for Emami".

Boroplus Advanced Moisturizing Face Wash has a breakthrough formulation that is enhanced with the goodness of natural products like Honey, Almonds and multiple herbs. The USP of the face wash lies in its unique double action potency ' deep cleansing of dirt and active moisturizing through deep penetration into the layers of the skin. Boroplus face wash is extremely pocket friendly with an introductory price of Rs. 40 for a 50 ml. tube; keeping in mind the varied range of customers Emami caters to.

Print, electronic and social media together with radio have been roped in for taking care of the promotional campaigns for the face wash. Emami has also kicked off an innovative TVC for launching the face wash.

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