Chennai  :     Emami Ltd, the Rs 1700 crore FMCG majorin India, known for its creation and domination of niche personal care & OTC healthcare segments, has taken a fresh look at the high growth face-wash category with launch of a revolutionary Anti Pollution variant empowered with the natural benefits of premium ingredients like green tea and grapes. The range is the first in the list of brand extensions post the infusion of Nature Shield ComplexTM, the latest innovation in the BoroPlus portfolio. The new face wash range will accelerate the growth momentum of Rs 400 Cr BoroPlus portfolio which had posted a decade-high growth of over 30% in FY 12-13 and contributes majorly to the company’s overall turnover.

The complete range comprising BoroPlusAnti Pollution Daily Face Wash, BoroPlus Oil Control Face Wash and BoroPlus Gentle Exfoliating Scrub has roped in Bollywood diva Bipasha Basu as the celebrity endorser.

Speaking on the occasion of the launch, Ms. Priti A. Sureka, Director, Emami Ltd. said, “Facewash is a growing category to be in – withmore than Rs 1000 crores in value sales in 2012-13, it continues to show impressive growth numbers.  Primarily an urban skewed category, it is also experiencing marked growth in the smaller towns and cities. However, with consumers cutting down discretionary spends, they are looking beyond intangibles like brand names to seek more of utility from a product. To add to that, women are waking up to the need of addressing modern day skin challenges like pollution  which has till now not been catered to exclusively. This is where our BoroPlusAnti Pollution Daily Face Wash eyes to position itself in consumer mindspace with its exclusive thrust on protection from pollution with the twin goodness of green tea and grapes and the unique Nature Shield ComplexTM.  The range will be rolled out pan-India by October 2013 and we are anticipating an aggressive market share and growth within the first year of the launch.”

Every day pollution (grime, dust, smoke, fumes, air, water, sun) damages the skin, robbing it off its vitality, and radiance, disturbing its moisture and PH level and resulting in dry, lifeless and acne prone skin. The BoroPlusAnti Pollution Daily Face Wash Range empowered by the anti oxidant properties of exotic ingredients like Grapes and Green Tea and the technology of Nature Shield ComplexTM will fight off the ill effects of pollution not only through deep skin cleansing but also by penetrating into the deep layers of the skin thus repairing the damage- so that the skin’s moisture gets balanced and the radiance and health get restored.

A brand new TVC featuring the sultry beauty Bipasha Basu will go on air nationally  bymid October. BoroPlus has also roped in celebrity faces HumaQureshi, Zarine Khan and Richa Chadda for a separate TVC for the face wash which will run alongside the theme Television commercial.

The TVC campaign featuring the newly inducted brand ambassador would be supplemented by a formidable modern trade and point of sales approach to connect with customers nationally along with Print, Outdoor and Digital Innovations.

Source : Nikita chawla