RSH Global's JOY partners with 'Chhapaak' for purpose led initiative

RSH Global, a personal care company in the business of skin care products, under its brand name of ‘Joy’ today, launched a new range of product suitable for the sensitive skin of acid attack survivors, JOY Sensitive.

The ‘Joy Sensitive’ product range includes a face-wash, moisturizer, cream and sunscreen, designed keeping in mind the daily skincare need of a hyper-sensitive skin. These products are formulated with natural extracts of aloe vera & chamomile which moisturizes & soothes sensitive skin.  Aloe vera has cooling properties and is anti-inflammatory while chamomile is a natural antiseptic and is effective in soothing irritated skin and regenerating tissues. These products are Hypoallergenic Non-Comedogenic & Dermatologically Tested. Additionally, the products are colourless, sulphate free and are 100 percent vegan. Brand also unveiled the campaign ‘Skin of Courage’ and will undertake various initiatives under the same including employment drive for acid attack survivors, association with movie ‘Chhappaak’ supported by on-air and digital promotions.

Speaking about this range Sunil Agarwal, Chairman, RSH Global said, “Globally, India tops for acid attacks and the existing products for the hyper sensitive skin of acid attack survivors are either rare, expensive or from derma category. Therefore, affordability played a major role in the product development – ‘Joy Sensitive’.

The company’s endeavour has always been to deliver quality products at an affordable price and this has been the genesis behind this new range meant for hyper-sensitive skin. Personally, this is the most satisfying project in the last 30 years of my entrepreneurial journey & we all look forward to hear it back from the users.”

Poulomi Roy, Chief Marketing Officer, RSH Global, said, “Make good quality product accessible to all at affordable price, has been the company’s purpose of existence. This project is a manifestation of the same and skin of courage campaign is a testimony of marketing with a purpose.

Women from modest backgrounds often fall prey to acid attacks. Therefore, being a mass brand and having in-house infrastructure, R&D, resources and logistics, the thought raised was, can we develop a special product for them at an affordable price point? This is how ‘Joy Sensitive’ was born with robust research and innovation.

Chhapaak releasing during the launch of ‘Joy sensitive’, triggered an association which was much beyond the usual promotions and the celebrity quotient. Apart from the co-branded TVC, we are organising a special screenings of the movie for over 200 acid attack survivors. We are also in the process of starting off a nationwide employment drive for acid attack survivors by associating with a NGO as a part of the campaign. The cause will be extensively promoted digitally as well.”

It’s been an extremely gratifying experience for me to work on this project and we’ve long way to go.”

RSH Global is ranked the seventh largest skincare company by turnover in the ₹13,000 crore skincare market, as per Nielsen MAT data 2018-19. It is aiming to double its turnover by 2022-23 to Rs 1000crore from ₹490 crore in 2018-19. It exports to 25 countries in Africa, West Asia and South Asia, & SAARC region.