Amway India, the country’s largest direct selling FMCG Company, has revamped its Attitude Skin Care range by transforming its packaging and launching newly formulated Attitude face washes and moisturisers.
The Attitude Skin Care range is specifically targeted to the youth demographic in India and so the latest stylish and vibrant packaging reflects both its target market and the rise of colourful cosmetics that have been made famous in Asia Pacific (APAC), through popular trends such as K-pop.
The Attitude Skin Care product range is tailor made for oily or dry skin. It has evolved beyond its previous ingredients to include vitamins and natural fruit extracts.
Attitude’s new range contains six products including two face wash lines, two types of moisturisers, a foot cream and a hand and body cream.
Trend Awareness
These consumer trends reflect the fast-paced nature of Amway India’s sales and marketing drive. This popularity and the premium nature of the products - its prices start at Rs325 ($4.85) - help to position Attitude favourably with Indian consumers.
As sustainability and green packaging is a key consideration for brands throughout APAC, Attitude’s latest Skin Care range includes tamper evident tubes to minimise wastage.
Sundip Shah, Chief Marketing Officer, Amway India, said: “The newly launched Attitude skin care range offers effective products with a youthful and contemporary style. The product packaging is refreshing and highlights the ingredients – especially the fruit extracts.”
Anti-pollutant is a key trend that is being focused on at many of the region’s events. Amway’s new range is maximising its development by using 100% soap free formulations in its face washes, which cleanse and remove pollutants, dirt and oil.
As consumers demand multi-purpose products, the Attitude range includes antioxidants to enable Attitude to enter into the anti-aging market.
Emerging Region
India has been hailed as the new market to watch in APAC, as its current underdevelopment and vast opportunities look set to ignite the burgeoning region.
Last year, the country saw its GDP growth hit 7.5%, surpassing global heavyweight China’s growth, which sat at 6.9%.
Market research company Mintel anticipates that India will see double-digit growth over the course of the next five years. It anticipates India will see an annual increase of 8.0% in the cosmetics and personal care market; growing from $12.7bn in 2015 to $13.7 bn by the end of 2016.
As the Indian market seeks cosmetics and beauty development, it means big business for brands.
A recent survey by Cashkaro, a cashback and coupons provider, shows that across 1000 websites, 77% of female respondents have an average monthly spend of 1,000 - 5,000 Rs ($15-$75) on beauty products and salon services, with 58% of those asked spending more.