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Emami to tap urban populace with its new waterless face wash'HE On The Go'

By Nabamita Chatterjee | Vjmedia Works | April 14, 2017

The product targets to have a good presence across General Trade outlets in a pan India basis, all key modern trade chains and across all major e-commerce platforms.

Emami, the FMCG major, launched ‘HE On The Go’ Waterless Face Wash under the male grooming brand ‘HE’. The new product is developed by Emami based on its consumer insight and the penchant for offering effective and clutter breaking products. For the retail presence of the newly launched HE On The Go Waterless Facewash, the company is initially focusing on the distribution channels in the urban areas. The product targets to have a good presence across General Trade outlets in a pan India basis, all key modern trade chains and across all major e-commerce platforms.
 
To mark this launch, Emami along with WATConsult - part of the Dentsu Aegis Network, has also launched a digital campaign, #HEOnTheGo, #Waterless for its latest product ‘HE On The Go’ Waterless FaceWash.
 
Speaking on the launch and the new campaign, Harsha V Agarwal, Director, Emami Ltd. said “We are confident that today’s alpha male, who are constantly on the move, will find this innovative face wash extremely convenient and refreshing.  The product has all the attributes to become a constant companion to every Indian man.”
 
Conventionally, using a facewash requires water for cleansing. But what does one do to clean the face where water is not available, especially when one is on the move? HE has come up with the solution with “HE On The Go Waterless Facewash”. All the advertising campaign of the product proposes that HE Face wash is the first of its kind ‘waterless’ face wash that offers cleansing on the go and helps one to present a groomed look anytime, anywhere.

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