The Hindu : Business : New cosmetic brand from Amway

Online edition of India's National Newspaper
Friday, Feb 04, 2005

Business

Business

New cosmetic brand from Amway

By Our Staff Reporter

NEW DELHI, FEB. 3. Amway India, a wholly-owned subsidiary of $ 6 billion Amway Corp of the U.S., today made its entry into the Indian skincare market with the launch of `Attitude' — "an India specific cosmetic brand.'' The five products — cleanser, toner, moisturiser, face wash and sunscreen lotion — will be available exclusively through its around four lakh distributors, part of its direct selling chain spread across the country.

Aiming to capture around 10 per cent of the Rs. 325-crore premium skincare market, the company has signed Bollywood actress, Diya Mirza, as its brand ambassador. According to Amway India Managing Director and CEO, William S. Pinckney, after making inroads in the skincare segment, the company would also introduce its entire range of colour cosmetics.

The entire Attitude range of cosmetics had been developed at the Artistry Research Centre at Michigan in the U.S., and being made in India through contract manufacturing.

The company has also planned to enter the Rs. 550-crore colour cosmetics market in India.

About three years ago, Amway India had launched its global cosmetic brand Artistry in the Indian market.

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