MUMBAI:  Personal care brand Nivea is foraying into the face wash segment with its new range of Milk Delights Face Wash. With the launch of its latest campaign ‘Don’t Face Wash, Milk Wash!’ the body care label is encouraging consumers to not just wash their faces with generic cleansers but to use their product, enriched with the benefits of milk, for a natural healthy glow. 

Milk is a natural cleanser that offers unmatched cleansing and keeps skin healthy and moisturised throughout the day. It is an ingredient that is traditionally revered for its healthy and nutritional properties. 

Nivea’s Milk Delights range comprises four traditional variants: rose, besan (gram flour), saffron, and honey to address the needs of sensitive, oily, normal and dry skin with the goodness of milk and local home-remedy ingredients. The brand claims the product to be soap free, is pH-balanced, and suited for everyday use. 

Adding another variant into the mix, the brand has also introduced the new Nivea Milk Delights Turmeric Face Wash. It has the goodness of milk combined with turmeric which helps reduce acne-causing bacteria.

The new line of face washes is available in the market in a refreshed packaging and will be sold across India. The price of the product starts at Rs. 90.

Nivea India marketing director Sachin Killawala said the brand has developed this range to suit every Indian skin-type.

“A great cleanser is a one which has pH best suited to your skin. One such natural cleanser which has pH similar to your skin is Milk. We packed the goodness of milk into Nivea’s Milk Delights Face wash range, which cleanses the skin deeply to give you a natural healthy glow. With pH best suited to your skin Milk Delights Facewash isn’t harsh on your skin,” he said.

German body care brand Nivea started its operations in 2006 in India. It recently forayed in the hand sanitisers segment during the lockdown after demand for the product went through the roof.