Amway launches AttitudeTM Be BrightTM Range targeted at the Indian youth

Amway India, the country’s largest direct selling FMCG Company, has expanded the skin care portfolio in India by launching a new Be Bright^TM Range under its beauty brand Attitude^TM. The company is targeting the burgeoning whitening market which according to industry estimates is close to 60% of the Rs. 7500 crore skin care market in the country.  Priced at Rs 315 onwards, the new Be Bright Range includes 5 products – Face Wash, Face Scrub, Face Masque, Day Cream as well as a Night Cream. Attitude is an entry-level premium brand, targeted specifically at the Indian youth.

The Attitude Be Bright Range comprise of  Brightening complex (Lumiskin^TM, Lotus Japonicus Symbiosome Extract and Vitamin A &E) which highlights your features and leaves you with visibly fairer and glowing skin in 4 weeks.* The range, meant for the confident, free spirited and playful modern young women has been specially developed for Indian skin tones and weather conditions.

Commenting on the launch of the new range, Ms. Shveta Paul, Category Head-Beauty & Personal Care, Amway India, said, “Maintaining an even skin tone is one of the most important beauty needs of young women today, especially for those who are always on-the-go. I am confident that the benefits offered by our new products for brightening and glowing of skin would be appreciated by the Indian youth.”

“We are very bullish about the launch of Attitude Be Bright Range. Currently, the Attitude Whitening cream contributes almost 21% of the brand’s turn over. We expect that the new Be Bright range will almost double the contribution of this sub-range within the Attitude brand in the next 12 months. We will be supporting the launch with aggressive multi-media campaign as well as marketing collaterals targeted at educating distributors of Amway,” added Shveta.

Attitude Be-Bright is one of the biggest launches planned by the company in 2015. For this Amway has launched a series of training and experiential led initiatives to support and educate Amway distributors across the country. This training is a crucial element for Amway as it helps the distributors educate, guide and recommend products to the end consumer.