Amway Strengthens Personal Care Portfolio with Persona Germ Protection & Moisturizing Liquid Hand Wash

Amway’s Indian arm - Amway India, the country’s largest FMCG direct selling company, has launched its latest innovation in the personal care category - ‘Persona Germ Protection and Moisturizing’ liquid hand wash. The new liquid hand wash has been developed in India for Indian consumers and offers effective germ protection, while providing gentle nourishment and moisturization by Aloe vera. The new liquid hand wash is safe, efficacious and environment-friendly, being free from paraben, sulphate and triclosan, which are widely used preservatives in consumer products.

With the newly launched liquid hand wash, Amway aims at bringing the much-needed behavioural shift and awareness about hand hygiene among Indian consumers by reinforcing the handwashing habit as the most basic hygiene ritual. Amway India is also looking at increasing the market penetration of liquid hand wash products including in tier II & III cities through the strong Amway direct sellers base.

The company has rolled out Persona Germ Protection and Moisturizing Liquid Hand Wash. Sundip Shah, chief marketing officer, Amway India, said that the health and hygiene segment, especially the hand hygiene segment has seen tremendous growth in India, with the liquid hand wash category witnessing a double-digit growth in the last 5 years. There is an increasing awareness among people towards maintaining hygiene in general, and specifically hand hygiene. Liquid hand wash is more convenient, less messy and more hygienic than soaps. There is a huge potential for growth in the category which has just 10 percent penetration in the country. With the Amway direct sellers base, they are aiming for a deeper product penetration esp. in tier II &III cities and they are confident that Amway direct sellers will play a crucial role in spreading awareness about the importance of hand washing for a healthy life, he said.

Anisha Sharma, Category Head – Beauty & Personal Care, Amway India, said that with several public and private campaigns on health and hygiene, more consumers are becoming aware of the benefits of maintaining a good personal hygiene, especially hand hygiene. They are looking for a product which gives them complete germ protection, without drying their hands. They are addressing this need by providing effective germ protection with the goodness of a nourishing herbal ingredient like Aloe vera which softens and moisturises the skin, she said.

Amway’s personal care category includes a wide range of products for head to toe including hair care, oral care, body care & male grooming catering to one’s personal hygiene needs.