Emami Introduces India’sFfirst Waterless Face Wash with ‘HE On The Go’

By Tricitynews Reporter

Chandigarh 12^th April:- Emami Ltd.,has launched ‘HE On The Go’ Waterless FaceWash under the male grooming brand ‘HE’.    ‘HE On The Go’ is the country’s first waterless face wash, developed by Emami based on its keen consumer insight and the penchant for offering effective& clutter breaking products.

To mark this launch, Emami along with WATConsult - part of the Dentsu Aegis Network, has launched a digital campaigns, #HEOnTheGo, #Waterless for its latest product ‘HE On The Go’ Waterless FaceWash to reach out to the young netizens of the nation.

Conventionally, using a facewash requires water for cleansing. But what does one do to clean the face where water is not available, especially when one is on the move? HE has come up with the perfect solution with “HE On The Go Waterless Facewash”. HE Face wash is the first of its kind ‘waterless’ face wash that offers cleansing on the go and helps one to present a groomed look anytime, anywhere.

With this innovation, HE (Advanced Grooming) offers a differentiated product, creating a new niche within the emerging face wash category. With aloe vera and minerals from marine extracts, the product offers ease of use and convenience, making the user look cleaner, fresher and brighter anytime, anywhere.

Speaking on the launch & the new campaign, Harsha V Agarwal, Director, Emami Ltd said that we are very excited with the introduction of ‘HE On The Go’ Waterless Face Wash, a first in India, from our male grooming brand ‘HE’.  We are confident that today’s alpha male, who are constantly on the move, will find this innovative face wash extremely convenient and refreshing.  The product has all the attributes to become a constant companion to every Indian man.

To create intrigue amongst its target audience, HE released “The Flying Basin”  teaser video early this month. The video promoted the idea of a possibility of cleansing one’s face while ‘on the go’.   The video showed people booking flying basins through an app to wash their face whenever water was not easily available to them. The concept video generated intrigue and interest among consumers and received 2.4 million views and 4300+ shares within first 4 days of it going live.  The video made the consumers wonder about whether such a concept could be a reality.

HE On The Go Waterless Face Wash would be available across Indian metros in various sku sizes such as 50gm and 20 gm packs, priced at Rs.85/- and Rs.35/- respectively.