Joy Personal Care launched their latest ad campaign The Last Wash featuring Bollywood actor Kriti Sanon. And, for the Bengali market, the brand features famous Bengali actor Mimi Chakraborty. The campaign intends to infuse the habit of The Last Wash for a wholesome skincare regime, based on behavior studies and dermatological research.
As per Joy Personal Care’s consumer behavior studies, that a consumer uses a facewash twice before going out and after coming home from outside. But, the brand’s internal dermatological research on skin showed that our skin revives and rejuvenates better when we are sleeping.
Speaking about this campaign, Sunil Agarwal, Chairman, RSH Global Pvt. Ltd. said, “We believe nothing should get in the way of good and healthy skin. That is why we are constantly working on bringing in new expertise, like behavior science, and deeper dermatological research into our business, to help us educate customers about better skin health through our products around the world. Joy’s facewash range has been growing, and we are currently one of the largest players in the 2,424-crore facewash market (as per Nielsen – MAT SEPT 19). Kriti Sanon has already been the ambassador for our face washes, body lotions & creams and we’re delighted to extend our partnership with her for our new campaign.”
Poulomi Roy, Chief Marketing Officer RSH Global Pvt. Ltd. said, “Our primary research has given us an understanding of customer behavior and usage habits with respect to our facewashes. Our research conducted on the effects of washing your face before sleeping, concludes that it proves to be extremely advantageous for skincare and rejuvenation. With this campaign, we want to communicate the same to our customers and induce the habit of The Last Wash to enable them to improve their skincare regime, and to take full advantage of the products that they use.”
Catch the national TVC featuring Kriti Sanon, here.
Catch the Bengali TVC featuring Mimi Chakraborty, here.