Amway India strengthens its Personal Care portfolio with Persona Germ Protection and Moisturizing Liquid Hand Wash
Amway India’s latest innovation offers effective germ protection, with the benefit of gentle nourishment and moisturization by Aloe Vera
Kolkata, 28th March 2019: Amway India, the country’s largest FMCG direct selling company, has launched its latest innovation in the personal care category – ‘Persona Germ Protection and Moisturizing’ liquid hand wash. The new liquid hand wash has been developed in India for Indian consumers and offers effective germ protection, while providing gentle nourishment and moisturization by Aloe vera. The new liquid hand wash is safe, efficacious and environment-friendly, being free from paraben, sulphate and triclosan, which are widely used preservatives in consumer products.
With the newly launched liquid hand wash, Amway aims at bringing the much-needed behavioural shift and awareness about hand hygiene among Indian consumers by reinforcing the handwashing habit as the most basic hygiene ritual. Amway India is also looking at increasing the market penetration of liquid hand wash products including in tier II & III cities through the strong Amway direct sellers base.
Announcing the launch of Persona Germ Protection and Moisturizing Liquid Hand Wash, Mr. Sundip Shah, Chief Marketing Officer, Amway India, said, “The health and hygiene segment, especially the hand hygiene segment has seen tremendous growth in India, with the liquid hand wash category witnessing a double-digit growth in the last 5 years. There is an increasing awareness among people towards maintaining hygiene in general, and specifically hand hygiene. Liquid hand wash is more convenient, less messy and more hygienic than soaps. There is a huge potential for growth in the category which has just 10% penetration in the country. With our Amway direct sellers base, we are aiming for a deeper product penetration esp. in tier II &III cities and we are confident that Amway direct sellers will play a crucial role in spreading awareness about the importance of hand washing for a healthy life.
Ms. Anisha Sharma, Category Head – Beauty & Personal Care, Amway India, added, “With several public and private campaigns on health and hygiene, more consumers are becoming aware about the benefits of maintaining a good personal hygiene, especially hand hygiene. They are looking for a product which gives them complete germ protection, without drying their hands. We are addressing this need by providing effective germ protection with the goodness of a nourishing herbal ingredient like Aloe vera which softens and moisturises the skin#.”
Priced at INR 265 for 250 ml (inclusive of all taxes), Persona Germ Protection and Moisturizing Hand Wash is sold exclusively through Amway Direct Sellers across India.
Amway’s personal care category includes a wide range of products for head to toe including hair care, oral care, body care & male grooming catering to one’s personal hygiene needs.
*Source: Euromonitor, 2018, Retail Value
# Ingredients used in the product provides moisturization which helps in softening of skin