Himalaya ad highlights face-wash attributes

06 Feb,2019

By A Correspondent

 

In its new campaign for Himalaya Purifying Neem Scrub, Himalaya addresses the consumer apprehension of face scrubs being harsh on the skin, and brings it as a gentle solution to tackle tough blackheads.

 

Said Rahul Panchal, General Manager, Marketing–Face Cleansing, Consumer Products Division, The Himalaya Drug Company: “Today’s consumer is quite aware about her grooming needs. She knows her skin concerns and is constantly on the lookout for effective solutions. Blackhead as a concern is acknowledged but not addressed. The commercial is based on the consumer insight that one of the biggest barriers in the usage of face scrubs is harshness associated with the products. Consumers are apprehensive to try out scrubs, since they fear that any abrasive reaction may harm their skin. They are especially worried about blackheads, and seek products that are gentle, safe, and effective”.

 

Added Ravi Kumar Cherussola, Creative Director – 82.5: “The common notion is that scrubs can be harsh on the skin and hence it shouldn’t be used often. Our objective through the commercial was to highlight the ingredients and properties of the Himalaya Purifying Neem Scrub that would convey the USPs of the ingredients and augment trust towards the product. Hence, we came up with a simple message highlighting the strengths of the product”.

 

 

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