JOY Personal Care appoints Disha Patani as a brand ambassador

Joy Personal Care, a leading Indian skincare brand from the aegis of RSH Global, has announced popular Bollywood actress, Disha Patani as an ambassador for its sunscreen category in India. Additionally, to cater to the growing demand for sun protection products, the brand also announced the launch of six new sunscreen products in a variety of forms, including creams, gels and serums, allowing people to choose the product that works best for their skin type. A campaign introducing Disha and the new product range also went live across digital and social media platforms.

Sunscreen has become an essential part of daily skincare routines. With more and more people becoming aware of the dangers of sun exposure, which can cause skin damage, sunburn, premature aging, and an increased risk of skin cancer, the demand for sunscreen products has been steadily increasing. According to Statista, the sun protection segment is expected to grow annually by 10.92% CAGR (2023-2027). Sunscreens block or absorb these UV rays, protecting from the sun's harmful effects.

Joy Personal Care's 'Hello Sun' sunscreen range has introduced three new products in a cream format, containing the key ingredient Titanium dioxide which helps reflect UV A & UVB rays. These include All Day Active Ultra Matte Dry Touch with SPF 50 PA++++, Matifying Natural tone tinted sunscreen SPF 50 PA+++, and Chemical-free Mineral sunscreen SPF 50 PA+++. Additionally, the brand has launched a Gel sunscreen, Joy Revivify Ultralight Invisible Sunscreen Daily Wear Gel SPF 45 PA+++ with Aloe Vera that soothes skin. Additionally, to meet the needs of new-age consumers, the brand has also launched two products in the serum category - Vitamin C+ Niacinamide Glow Booster Sunscreen Serum SPF 40 PA+++, and Sunblock & Anti-Tan Daily Brightening Body Serum SPF 35 PA+++. These serums provide protection against harmful UV rays, retain skin moisture, and brighten skin without leaving any white residue.

Disha Patani will be featured in a campaign aimed at promoting awareness for Joy's newly launched product range. The Digital Video Content released today will be showcased across YouTube and social media channels, emphasizing the advantages of using Joy's latest sunscreen, which not only offers superior protection from damaging rays but also maintains the skin’s health. As a part of the campaign, a TVC with Disha will also be rolled out in the coming month during the men’s T20 cricket league.

Sunil Agarwal, Chairman of RSH Global, said, "The newly launched sunscreen range is an exciting development for JOY, as we continue to provide customers with a wide variety of products that meet their changing needs. Our sun protection range is designed to offer superior protection from damaging UV rays and other environmental pollutants while nourishing and brightening the skin. By further strengthening our sunscreen category, we aim to consolidate our position in the Indian personal care market, providing high-quality sun protection products that are both effective and affordable."

Poulomi Roy, CMO of RSH Global, said, "We are happy to have Disha Patani as the new face of our sunscreen range. Her energy and enthusiasm will be the perfect partner to help us create an engaging campaign that will bring our advanced sunscreen range to life. We have carefully crafted a comprehensive campaign for our newly launched sunscreen range which takes into account the latest trends in skincare technology, customer needs and preferences, and the competitive landscape. We are confident that with Disha on board, the campaign will not only create awareness but also help us reach our target audience and drive sales of our new sunscreen range."

Talking about her association with Joy Personal Care, Disha Patani said, "I'm thrilled to be joining Joy Personal Care family. Protecting our skin from the sun's harmful rays is essential, and Joy's natural sunscreen products are the perfect choice. Their broad range of sun protection products caters to all skin types, making sure everyone can find the perfect product for their needs. I'm confident that with Joy's sunscreen product range, everyone can remain safe and enjoy the sun!"

Joy Personal Care has an established line of sunscreen products that include creams and body locations. Joy Hello Sunblock & Anti-Tan are available in cream and lotions with SPF 20, 30 and 40.