Amway brings in Attitude
Ritwik Mukherjee

This unisex range of fast growing pimple control range aims to target the free-spirited youth

Amway India, a wholly owned subsidiary of US-based $8.8 billion Amway, one of the largest direct selling companies with presence in over 100 countries, is now foraying into the pimple control range in India under its premium brand - Attitude.

“Pimple is a major concern area for youngsters in India which hampers their confidence and deters them from socialising. This prompted us to address the concern with our Clear Activ Pimple control range in India with the goodness of Green tea and other natural ingredients. This unisex range is targeted at the free spirited modern youth,” said Anisha Sharma, category head-beauty & personal care, Amway India.

The new product range will come up with a price tag beginning Rs 349 and will include Attitude Clear Activ Pimple Control Face Wash and Attitude Clear Activ Control Spot Corrector. The brand already offers a range of skin care products and a range of bold color cosmetics for the youth. Its skincare portfolio has a variety of products like Cleanser, Toner, Moisturizer, Sunscreen Lotion, Face Wash, Face Masque, Hand and Body Cream, Foot Cream and the newly launched Be Bright range of products. “Attitude’s brand philosophy and positioning is simple. At Amway, we believe that beauty is all about attitude!” she said.

Top company officials pointed out that enriched with the goodness of botanical extracts, the new Attitude Clear Activ Pimple Control Range is specially formulated with Green Tea, Licorice and Meadowsweet that helps to keep pimples at bay. The green tea extracts, having antioxidant properties, act against free radicals protecting the skin cells from every day aggression. Licorice aids to regulate sebum secretion and Meadowsweet maintains natural balance of the skin.

The Attitude Clear Activ Face Wash is a water based and sulphate free gel formulation recommended to be used twice daily in order to effectively remove oil, dirt and stickiness. The Attitude Clear Activ Spot Corrector contains Rose Berries, Salicylic Acid and Zinc PCA which reduces redness and size of pimples. The range is dermatologically tested, non-comedogenic and apt for pimple prone skin.

Simultaneously with the roll-out of the new range, the company has also launched a series of training led initiatives with dermatologists across the country to support and educate Amway direct sellers pan India about the new range.

“We see a huge potential for growth of our newly launched pimple control range in India. The range intends to provide youngsters an opportunity to bid farewell to pimple woes and face the world with confidence like never before,”, said Sharma.