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JOY Personal Care ropes in actress Kriti Sanon for honey & almonds lotion

Commenting on this new association, RSH Global chairman Sunil Agarwal said: “Winters are extremely important for any personal care company and we’re no different. Honey & Almonds body lotion is our flagship product. It was a well thought out move ...

, ET Bureau|
Nov 06, 2019, 04.17 PM IST
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Agencies
Kriti Sanon
The manifestation of this campaign sights a situation, wherein, Kriti Sanon as a new age woman influencer decides not to preach or claim unrealistic benefits to her consumers while endorsing a skin care product.
With winter season around the corner, owners of skincare brand JOY, RSH Global has roped in Bollywood actress Kriti Sanon as brand endorser of its winter care product, honey almonds lotion. The actress will appear in an integrated marketing campaign around the product that also features a refreshingly new television commercial.

Commenting on this new association, RSH Global chairman Sunil Agarwal said: “Winters are extremely important for any personal care company and we’re no different. Honey & Almonds body lotion is our flagship product. It was a well thought out move to get Kriti Sanon on board and we are confident that this partnership would be mutually beneficial to the brand as well as the endorser.”

“Honey & Almonds body lotion campaign is built on the mother brand philosophy of JOY - 'Beautiful by Nature'. This campaign is based on the insight that 'consumers are evolving'. The purchase behaviour of consumers and their reason to belief has clearly shifted to rational reasonable influence rather than larger than life irrational promises,” Poulomi Roy, chief marketing officer, RSH Global, added.

The manifestation of this campaign sights a situation, wherein, Kriti Sanon as a new age woman influencer decides not to preach or claim unrealistic benefits to her consumers while endorsing a skin care product. The young woman played by Kriti Sanon with so called 'conventional good looks' shatters the stereotypes used by advertisers to oversell skin care products to woman of all age groups, the company release stated.

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