Amway enters the herbal skincare market with the launch of A new ‘Attitude Be Bright Herbals’ range


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The new differentiated skincare range is indigenously developed for the Indian market and will further strengthen Amway’s presence in the premium beauty segment targeted at the youth
·         The company is targeting the burgeoning INR2,000 crores herbal skincare market in India, which is growing at a healthy double-digit rate, by solving for the rising consumer demand for skin brightening and pollution protection skincare solutions
·         The company aims to double the sales of its Attitude Herbals brand to INR 45 crore in next 3 years

Amway enters the herbal skincare market with the launch of A new ‘Attitude Be Bright Herbals’ range

New Delhi, November 27, 2018: 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 in a way which appeals to the youth. 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.”   


Mr. Sundip Shah, Chief Marketing Officer, Amway India, said, “We 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 our premium beauty and skin care range ‘Attitude’, we have 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 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.


*A system regimen that lightens Skin and gives a Compelling claim of “4 weeks to fairer skin” (system claim)
**Ken Research, India Alternative Medicines & Herbal products market outlook to 2021