Emami launches anti pollution face wash range

The new range includes BoroPlus anti pollution daily face wash, oil control face wash and gentle exfoliating scrub

FMCG firm Emami Ltd on Tuesday announced launch of anti pollution face wash range under its 'Boroplus' brand in order to strengthen its position in the fast growing face wash market.

 

The company, which has a moisturising face wash under its portfolio, will focus on the new anti pollution range and will also add more variants, the company said.

 

Commenting on the launch, Emami Ltd Director Priti A Sureka said: "Face wash is a growing category to be in. With more than Rs 1,000 crore in value sales in 2012-13, it continues to show impressive growth numbers."

 

"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," Sureka added.

 

The new anti pollution face wash range includes BoroPlus anti pollution daily face wash, BoroPlus oil control face wash and BoroPlus gentle exfoliating scrub.

 

The Rs 400 crore 'Boroplus' range, which includes antiseptic cream, moisturising lotion and prickly heat powder, grew by 30 per cent in FY 13.

 

"New range is expected to further drive growth from an all-decade high of 30 per cent in FY 12-13," the company said in a statement.

 

Bollywood actor Bipasha Basu has been roped in to endorse 'BoroPlus' face wash range, statement added.

 

The company has also roped in celebrity faces Huma Qureshi, Zarine Khan and Richa Chadda for a separate TVC for the face wash.