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Tag: Sunil Agarwal

  • JOY launches personal care range for the sensitive skin of acid attack survivors

    JOY launches personal care range for the sensitive skin of acid attack survivors

    Delhi: RSH Global, a personal care company in the business of skin care products, under its brand name of ‘Joy’ today, launched a new range of product suitable for the sensitive skin of acid attack survivors, JOY Sensitive.

    The ‘Joy Sensitive’ product range includes a face-wash, moisturizer, cream and sunscreen, designed keeping in mind the daily skincare need of a hyper-sensitive skin. These products are formulated with natural extracts of aloe vera & chamomile which moisturizes & soothes sensitive skin.  Aloe vera has cooling properties and is anti-inflammatory while chamomile is a natural antiseptic and is effective in soothing irritated skin and regenerating tissues. These products are Hypoallergenic Non-Comedogenic & Dermatologically Tested. Additionally, the products are colourless, sulphate free and are 100 percent vegan. Brand also unveiled the campaign ‘Skin of Courage’ and will undertake various initiatives under the same including employment drive for acid attack survivors, association with movie ‘Chhappaak’ supported by on-air and digital promotions.

    Speaking about this range Sunil Agarwal, Chairman, RSH Global said, “Globally, India tops for acid attacks and the existing products for the hyper sensitive skin of acid attack survivors are either rare, expensive or from derma category. Therefore, affordability played a major role in the product development – ‘Joy Sensitive’.

    The company’s endeavour has always been to deliver quality products at an affordable price and this has been the genesis behind this new range meant for hyper-sensitive skin. Personally, this is the most satisfying project in the last 30 years of my entrepreneurial journey & we all look forward to hear it back from the users.”

    Poulomi Roy, Chief Marketing Officer, RSH Global, said, “Make good quality product accessible to all at affordable price, has been the company’s purpose of existence. This project is a manifestation of the same and skin of courage campaign is a testimony of marketing with a purpose.

    Women from modest backgrounds often fall prey to acid attacks. Therefore, being a mass brand and having in-house infrastructure, R&D, resources and logistics, the thought raised was, can we develop a special product for them at an affordable price point? This is how ‘Joy Sensitive’ was born with robust research and innovation.

    Chhapaak releasing during the launch of ‘Joy sensitive’, triggered an association which was much beyond the usual promotions and the celebrity quotient. Apart from the co-branded TVC, we are organising a special screenings of the movie for over 200 acid attack survivors. We are also in the process of starting off a nationwide employment drive for acid attack survivors by associating with a NGO as a part of the campaign. The cause will be extensively promoted digitally as well.”

    It’s been an extremely gratifying experience for me to work on this project and we’ve long way to go.”

    RSH Global is ranked the seventh largest skincare company by turnover in the ₹13,000 crore skincare market, as per Nielsen MAT data 2018-19. It is aiming to double its turnover by 2022-23 to Rs 1000crore from ₹490 crore in 2018-19. It exports to 25 countries in Africa, West Asia and South Asia, & SAARC region.

  • Scarecrow bags Joy Cosmetics’ creative mandate

    MUMBAI: Kolkata-based Joy Cosmetics has appointed Scarecrow Communications as its creative agency. The agency‘s Mumbai office will be in charge of the account.

    The company‘s last campaign featuring leading Bollywood actress Anushka Sharma was released two years ago. The company that has grown to be a major player, especially in the Hindi heartland states, will retain Anushka as its brand ambassador and will release its new campaign soon.

    Joy Cosmetics director Sunil Agarwal said, “I personally know all the three founders of Scarecrow and have seen them evolving over the last few years. I am very sure that they would do a perfect job not only in developing the communication strategy for the brand but also in the execution and supervision of every communication element across all mediums.”

    Scarecrow founder director Arunava (Joy) Sengupta said, “Skincare and haircare are not only high growth categories but are also highly competitive. According to us, competition will get even more intense in the near future. In this scenario we hope our work not only cuts through the clutter but also catapults brand Joy Cosmetics to the next level.”

    Scarecrow founder director Raghu Bhat added, “Some years ago, we had done a one-off project for Joy Cosmetics while working for a network agency. It is destiny that has given us this opportunity to associate once again on a professional basis and we look forward to making it count.”

    Scarecrow founder director Manish Bhatt said, “We have extensive experience in the beauty category having worked on Lakme, L‘Oreal, Parachute, Vaseline and Dabur Vatika. We hope to convert that into compelling creative work that builds market share.”

    Joy Cosmetics was started in 1988 and consists of a wide range of personal care products, focused on skincare and haircare segments, with Skin Fruits, Honey & Almonds, 24K Gold and Pure Aloe as the focused brands. The products are enriched with the goodness of active natural ingredients.

    Scarecrow has fully functional offices in Mumbai and Delhi and is currently working with brands such as Reliance Digital, Danone, Anchor Panasonic, Emami, Kohinoor McCormick, Eristoff, Viacom 18, Nestle, Quikr and Rupa. Recently, Scarecrow started its full-fledged design outfit, Scarecrow Designs.