Himalaya enters men's grooming segment with face cleansing products

Herbal health and personal care major Himalaya Drug Company has entered the men's grooming segment with the launch of two men's face washes - Instant Oil Clear Lemon Face Wash and Power Glow Licorice Face Wash in the Himalaya for Him range.
The Intense Oil Clear Lemon Face Wash has lemon and Indian willow to help clear excess oil, impurities and pollutants, a press release from the company said.
The bark extract of Indian willow has skin conditioning and protectant activity in addition to antimicrobial and astringent properties. The blend of licorice, alfalfa and wood apple in the Power Glow Licorice Face Wash helps enhance complexion, it said.
The release said that, powered with Active Boost Technology that increases the penetration of actives and helps in rapid action of the herbs, the face washes are specially designed for men to help enhance complexion, keep skin oil-free and refreshed.
Rajesh Krishnamurthy, Business Head - Consumer Products Division, The Himalaya Drug Company, said “Men’s personal care is a big market in India, currently pegged at Rs 3,800 crore and growing at 21%. Of this, the face washes segment is Rs 120 crore and growing at 40%. Himalaya is a market leader in face washes and we have known expertise in this segment. Launching exclusive face cleansing products for men is therefore a natural extension.”
“We took our time to research these products because we wanted to get the science right. We’ve hit a success formula with the Active Boost technology, which is present in both our face washes. It effectively removes excess oil, clears deep-seated impurities and refreshes the skin without over-drying it. The results are remarkable and we are very confident that consumers will see tangible benefits," he added.
According to the company, the sudden spurt in the men’s personal care segment is due to multiple factors – growing awareness of grooming and personal hygiene, the desire to look one’s best and increased purchasing power. There is also a growing realisation among men that personal grooming is important in their professional and personal life.
Says Ashwani Gandhi, Category Manager – Mens, The Himalaya Drug Company, “We spoke to several male consumers who seemed to have one overriding concern – oily and dull skin, which plays on their mind and keeps them worried, especially before important milestones. They are looking for safe-to-use products backed with a strong reason-to-believe in the promise. Efficacy of the product is a top priority for men and we believe this is where our brand strength lies.”
“Interestingly, men considered these products to be ‘enablers’ in their life’s journey – whether that is in the professional or personal sphere. Our communication builds on this proposition, showcasing how the Himalaya men’s face wash enables the modern man to measure up to important opportunities in his life. We have high expectations from this range and early consumer feedback has been very encouraging.
“With the men’s range, we aim to replicate our success in the face washes category especially the Purifying Neem Face Wash, which is a market leader today, with 16% market share. We are also looking to expand the men’s range soon,” he added.

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