Emami extends Boroplus brand with the launch of sun protection lotion

Company Brief

Mumbai, May 23, 2011

Emami Limited, makers of leading brands Navratna, Fair and Handsome and Zandu Balm announced the extension of its power brand Boroplus by introducing a sun protection lotion. Boroplus Sun Protection lotion with its unique 2 in 1 proposition of "sun protected & glowing skin" is targeting a 8% market share in the first year of its launch. It is launched with SPF 15, the highest selling and most recommended sun protection variant.

Boroplus Sun Protection Lotion has 7 powerful sunshield herbs such as Sunflower - which protects the skin from UV rays and moisturizes the skin; Aloe Vera - protects and treats sunburn; Wheat germ - offers protection from the UVA and UVB rays of the sun along with Lotus and Chandan (sandal wood) which helps in imparting glow to the skin . While Tulsi helps in preventing photoageing, Kapur Kachari gives relief to the skin from the UV rays. It has a non-oily and non-sticky formulation that also gives a 'cooling freshness' to the skin.

There has been a 4% growth in volume and 15% in terms of value in the sun protection lotion category during the year 2009-2010.The Boroplus Sun Protection Lotion will be available in two different pack sizes - 15 ml handy pack priced at Rs 10 per pack and a 100 ml pack with an eye-catching outer carton which is priced at Rs.70 per pack. Both the packs are priced to give maximum value to the consumer and make it affordable to the masses. This lotion is a specialist in the skin care category as it provides natural goodness of seven powerful sunscreen herbs with a dual benefit of sun protection and glow.

Harsh Agarwal, Director, Emami Group says "This season Emami will be introducing a slew of products and targets a 25% growth in sales. Boroplus Sun protection lotion is one of the brand extension this summers. Keeping in mind the essence of 'Healthy Skin' and to embody a strong association with the mother brand, Boroplus Sun Protection lotion is specially formulated using 7 powerful sunshield herbs to give the dual benefit of sun protection and glowing skin. With this launch we would target a larger play in the summer lotions segment."

For further information, please contact:

Perfect Relations

Ankush R Chavan

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Email: achavan@perfectrelations.com