JOY launches personal care range for the sensitive skin of acid attack survivors

To amplify this purpose led brand initiative, the brand has tied up with the Bollywood movie ‘Chh

Delhi: RSH Global, a personal care company in the business of skin care products, under its brand name of ‘Joy’ today, launched a new range of product suitable for the sensitive skin of acid attack survivors, JOY Sensitive.

The ‘Joy Sensitive’ product range includes a face-wash, moisturizer, cream and sunscreen, designed keeping in mind the daily skincare need of a hyper-sensitive skin. These products are formulated with natural extracts of aloe vera & chamomile which moisturizes & soothes sensitive skin.  Aloe vera has cooling properties and is anti-inflammatory while chamomile is a natural antiseptic and is effective in soothing irritated skin and regenerating tissues. These products are Hypoallergenic Non-Comedogenic & Dermatologically Tested. Additionally, the products are colourless, sulphate free and are 100 percent vegan. Brand also unveiled the campaign ‘Skin of Courage’ and will undertake various initiatives under the same including employment drive for acid attack survivors, association with movie ‘Chhappaak’ supported by on-air and digital promotions.

Speaking about this range Sunil Agarwal, Chairman, RSH Global said, “Globally, India tops for acid attacks and the existing products for the hyper sensitive skin of acid attack survivors are either rare, expensive or from derma category. Therefore, affordability played a major role in the product development – ‘Joy Sensitive’.

The company’s endeavour has always been to deliver quality products at an affordable price and this has been the genesis behind this new range meant for hyper-sensitive skin. Personally, this is the most satisfying project in the last 30 years of my entrepreneurial journey & we all look forward to hear it back from the users.”

Poulomi Roy, Chief Marketing Officer, RSH Global, said, “Make good quality product accessible to all at affordable price, has been the company’s purpose of existence. This project is a manifestation of the same and skin of courage campaign is a testimony of marketing with a purpose.

Women from modest backgrounds often fall prey to acid attacks. Therefore, being a mass brand and having in-house infrastructure, R&D, resources and logistics, the thought raised was, can we develop a special product for them at an affordable price point? This is how ‘Joy Sensitive’ was born with robust research and innovation.

Chhapaak releasing during the launch of ‘Joy sensitive’, triggered an association which was much beyond the usual promotions and the celebrity quotient. Apart from the co-branded TVC, we are organising a special screenings of the movie for over 200 acid attack survivors. We are also in the process of starting off a nationwide employment drive for acid attack survivors by associating with a NGO as a part of the campaign. The cause will be extensively promoted digitally as well.”

It’s been an extremely gratifying experience for me to work on this project and we’ve long way to go.”

RSH Global is ranked the seventh largest skincare company by turnover in the ₹13,000 crore skincare market, as per Nielsen MAT data 2018-19. It is aiming to double its turnover by 2022-23 to Rs 1000crore from ₹490 crore in 2018-19. It exports to 25 countries in Africa, West Asia and South Asia, & SAARC region.

Latest Reads
ITC Savlon launches its advanced Savlon Hexa hand Sanitiser for quick action

The increasing spread of COVID-19 has made hand hygiene more critical than ever. The demand for hand sanitizers and handwashes has increased exponentially amongst consumers and health care professionals. ITC’s credo has been ‘Nation First’ and in line with this credo, ITC Savlon has taken multiple...

MAM Marketing MAM
Mastercard advocates contactless payments

MUMBAI: Mastercard’s commitment towards making transactions more convenient, safe and seamless through tap-and-go card payments has taken on new urgency and importance as the spread of COVID-19 highlights the imperative for “contact-free” environments and experiences as much as possible.

MAM Marketing MAM
itel innovates special social outreach campaign to digitally reach consumers

MUMBAI:  itel mobile, the smartphone brand from Transsion India, chose to take the route of engaging meaningfully with its customers, employees and channel partners so that they are able to cope with the stress and anxiety of lockdown easily. With information consumption becoming huge through...

MAM Marketing MAM
InCred collaborates with NGO Goonj and The Art of Living for #InCredForHumanity

As coronavirus outbreak drives daily-wage earners out of employment, InCred has launched #InCredForHumanity campaign to support their cause. The campaign is launched in association with NGO Goonj and The Art of Living Foundation and will support the daily wage earners with essential food supplies.

MAM Marketing MAM
JK Technosoft Ltd is organizing live webinar on ‘Chatbot at work in Just 5-days’ to support business continuity amidst COVID-19

Due to the enforced lockdown, businesses are struggling big-time especially those involved with customer service like e-commerce, Retail, Healthcare, Travel, Insurance, Logistics etc. According to a report by Deloitte India published in 2019, the Service sector accumulates to 61.5% of India’s GDP,...

MAM Marketing MAM
The Vodafone pug is back – telling everyone: Our network is at home with you

MUMBAI: In these trying times of social distancing and stay-at-home lockdowns, telecom networks are our only window to the outside world. They are like Oxygen as these telecom networks help families and friends stay in touch with one another as human beings around the globe and to stay connected to...

MAM Marketing MAM
Digital campaigns have highest chances of growing: BARC Nielsen report

MUMBAI: As per the third edition of the BARC-Nielsen report on digital advertising, there is no drop in the count of creatives even after the COVID-19 crisis. According to the report, 11 out of 19 categories have maintained their demand in the market. Cosmetics market is highest at 185 per cent...

MAM Marketing MAM
Radio Mango sings 'This too shall pass” with new initiative for business partners

MUMBAI: Radio Mango has come up with a unique initiative, 'This too shall pass,” for business partners, aimed at easing the pain and distress they go through in these challenging times. This novel initiative would enable business partners to focus on brand building and business revival without...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required