Amway launches a Vibrant New Range of Attitude Colors

Rolls out #ColorYourMood campaign to engage its target audience

New Delhi, May 29, 2019: Amway India, the country’s largest FMCG direct selling company, has launched a new range of Attitude Colors under its color cosmetics portfolio. Celebrating a range of moods with dazzling colors, the 14th edition of Attitude Color Cosmetics comprises five striking new shades each of Matte and Crème Lipsticks along with six radiant hues of Nail Enamels. The recently launched Attitude Colors range also features Attitude lipstick travel pack that adds convenience along with style to one’s travel plans.

Amway launches a Vibrant New Range of Attitude Colors

With intense and rich color, the Attitude Matte and Crème Lipsticks offer smooth and even coverage. The lightweight and preservative free formula makes them ideal for extended wear. While the Attitude Matte Lipsticks include new shades such as Cheeky Coral, Mauve Magic, Ravishing Red, Pink Burst, and Caramel Brown, the Attitude Crème Lipsticks consist of trendy tones such as Naughty Nude, Candy Floss, Chocolate Cherry, Coral Pink, and Red Velvet.

The exciting new collection of Attitude Nail Enamels is customised to give an extra pop of color with its shiny and vibrant shades. With an improved chip resistant coating, the Nail Enamels are launched in six eclectic shades of Pink Blush, Frosted Toffee, Coral Love, Red Beauty, Aqua Horizon, and Raspberry Sorbet.

Announcing the launch of new colors range, Sundip Shah, Chief Marketing Officer, Amway India, said, “The Indian cosmetics market currently pegged at INR 7,000 cr offers tremendous growth potential. To propel our growth in the category and to meet the evolving demands of the young consumers, we continue to expand our offerings with new-age solutions under our indigenously developed entry level premium beauty brand ‘Attitude’, which is the choice of today’s young women who do not want to conform to somebody else’s idea of who they are, what they should do, who they should be. They have their own take on things. Attitude celebrates and whole-heartedly supports women who have risen above the pitfalls of stereotyping and chosen to live life and succeed ‘their way’.”

Commenting on the launch, Anisha Sharma, Category Head - Beauty and Personal Care, Amway India, said, “Years of research has proven that colors have a unique association with feelings that lead to different moods. The new Attitude Color range has snazzier and vibrant shades than ever that would go with each of the moods. This wide variety of brilliant and bright hues aim to add a luxe touch to one’s overall look. To further engage our consumers, we are organising experiential sessions where they can learn and create new looks for different occasions and moods. In addition, we have also designed a mood & look book that showcases the different looks & ways to re-create them. We are confident that the latest Attitude Colors collection will be an exciting addition to our existing portfolio.”

Attitude is an entry-level premium brand by Amway India, targeted specifically at the Indian youth. The brand offers a range of skin care products and a range of bold color cosmetics for the youth. Its skincare portfolio has a variety of products like Face Wash, Moisturizer, Sunscreen Lotion, Face Scrub, Face Masque, Body Butter, Foot Cream and the newly launched Be Bright Herbal range of products. At Amway, we believe that beauty is all about attitude!

The Attitude Matte Lipsticks (2g each) are priced at INR 389/-*, while Attitude Crème Lipsticks (2g each) are for INR 299/-*. The rich Attitude Nail Enamels (6 ml each) are priced at INR 169/-* and Attitude lipstick travel pack with 3 Attitude Matte and Crème Lipsticks (1.1 g each) is priced at INR 999/-*. The new collection of Attitude Colors is sold exclusively through Amway Direct Sellers across India and can be easily ordered by Amway Direct Sellers/Preferred Customers via the company’s website

About Amway India

Amway India is a wholly owned subsidiary of Amway with headquarters located in Ada, Michigan, USA. Amway is the world's #1[4] direct selling with presence in over 100 countries & territories.

Globally, Amway is 60 years old, US $ 8.8 billion, manufacturer and direct seller of quality consumer goods. Amway’s innovation and industry-leading R&D has seen more than 800 patents granted and another 240 patents pending.  Amway has nearly 1000 scientists across 100 research and development and quality assurance laboratories worldwide.

Amway India sells more than 140 daily use products across categories like Nutrition, Beauty, Personal Care, Home Care and Consumer durables through Amway Direct Sellers who make personal recommendations regarding the use of distinctive quality products. Amway products are widely recognized and appreciated for their quality and value. These products are backed by a money back guarantee for 100% satisfaction of use[1]. With the aim of increasing consumer outreach Amway has set up more than 62 Xpress Pick & Pay stores across the country.

Amway products are popular not just in India but across the world. Nutrilite is the world's No. 1 selling vitamins and dietary supplements brand[2]. Nutrilite has established itself as a leading brand in the vitamins and dietary supplements category in India as well. Amway has signed Farhan Akhtar as the brand ambassador for the Nutrilite range in India to further promote the brand. Artistry is India’s No. 1 premium skin care brand[3]. Amway India also offers ‘Attitude’, an entry level premium skincare and cosmetics brand targeted at India youth. The product range has been developed keeping the needs of Indian consumers into consideration.

Amway India is aggressively entering newer categories. Most notably, the company launched a Weight management program called ‘W.O.W.’ (Will over Weight) which has been really appreciated by the consumers in India. Amway forayed into the consumer durables segment with the launch of a premium cookware range Amway Queen and the Energy Drink and Sports Nutrition segment (Whey Protein) with XS. Last year, Amway announced the launch of Nutrilite Traditional Herbs developed specifically for the Indian consumers.

Amway’s manufacturing facility in India is located at Nilakottai in the Dindigul district of Tamil Nadu. This is Amway’s third manufacturing plant located outside of USA. The other plants are located in China and Vietnam. Amway India’s Plant in Dindigul district has achieved LEED ‘Gold’ certification by US Green Building Council (USGBC) which showcases our leadership in sustainability in the industry.