• ~ Brings to market an innovative, refreshing range of natural face wash ~

• ~  Rolls out its new TV Campaign highlighting Meera’s journey into a personal care brand~

Hyderabad : Having established a significant foothold in the Indian hair care industry, Meera, the flagship herbal hair care brand from the house of FMCG Major CavinKare, today announced its foray into the burgeoning skin care market with the launch of its first product – Meera facewash. Strengthening its core proposition, the goodness of tradition, the newly launched face wash is curated with all natural ingredients and comes in three fascinating variants – Red Sandal and Manjistha, White and, Wild Turmeric, Neem and Vetiver addressing specific concerns of new age consumers. In support of the launch, the brand has also rolled out an intriguing new TV Campaign, highlighting Meera as a wholesome personal care brand.  

Being a well-established player in the hair care market, Meera, post thorough R&D, has developed the new range of face wash with a soap-free formulation to suit all age and skin types. In order to offer a differentiation for the consumers, Meera’s face wash range has been aligned with the traditional ingredients synonymous with their core proposition of offering traditional goodness. With a fine selection of natural ingredients Meera’s face wash promises an indulgent and refreshing experience to consumers while solving their skin care woes.

Commenting on the launch, Mr. Rajat Nanda, Business Head – Personal Care, CavinKare, said, “Meera, as a brand has always resonated with deep rooted traditions, and we are thrilled to be extending that emotion and benefit to our consumers with our entry into the skincare category. With this entry, Meera – one of our flagship and iconic brands today becomes a holistic personal care brand and this indeed is an important milestone in the journey of CavinKare. This move will further strengthen our footprint in personal care and we are confident that it will sail the brand to newer successes in the near future.”

“The consumers are more educated and aware of their skin care problems and need solutions that address the issue and are not harsh on the skin as well. The new product line up has three variants keeping in mind the skin care problems faced by women of different age groups. Our R&D has played a pivotal role in developing just the right set of products to address these challenges. We are sure that Meera Facewash will be a household favorite in no time, added Mr Rajat Nanda. 

Giving the brand a fresh, young look, the newly launched TVC features a new-age mother and daughter duo engaged in a heartwarming conversation about the goodness of tradition. Introducing the new range of face wash from the house of Meera, the captivating TVC highlights Meera’s entry into skincare space and enhances the audience with how their indigenous ingredients offer natural glow and instant brightness to the skin.

The goodness of Red Sandal in new Meera face wash promises to nourish the skin and keeps it healthy and glowing while Manjistha is a time-tested herb that offers instant brightness. The Wild and White Turmeric Face wash variant offers clear & moisturized skin, as turmeric is the topmost natural ingredient which offers clear and healthy skin. As teenagers are more prone to acne and pimple related skin concerns, the brand developed Neem and Vetiver Facewash to resolve such issues.

The newly launched face wash range comes in a surfactant-based formula with skin friendly Ph. All the three variants are available in different SKUs and at a very affordable price point. The facewash range will be available across the General Trade and Kirana Stores and the higher SKU (200g) will be available online.