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Mamaearth signs up Anita Hassanandani for its personal and hair care

Shreoshree Chakrabarty February 25, 2021
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TV industry veteran, Anita Hassanandani has recently been signed up for the Indian skincare and haircare brand, Mamaearth’s haircare, skincare and baby care categories. She has been signed for a long-term, strategic association with the brand.

Social media is abuzz with news that the star has just delivered a baby boy. Bringing in a new mother who has a huge influence on social media is an alliance that is proving to be judicious since Mamaearth’s products have ingredients that are derived from nature and are cruelty-free and PETA certified.

Making the last post before she welcomed a new member into her family, her first video with Mamaearth was taken live on her social media handle just the morning of her delivery. Because of the carefully planned timing and the nature of the video, it ended up receiving unprecedented engagement, love and good wishes.

Anita Hassanadani says, “With Mamaearth, I feel like my thoughts are aligned to theirs because I too have always been conscious about the skincare and haircare products I use. They also have a really cool initiative where they link every order on the website to a tree they plant and being a new mother, it matters to me more now that we make our environment sustainable for the future generations. I am really looking forward to start more conversations around beauty that’s organic and backed by science.”

Commenting on the association, Mr. Sambit Dash, VP Marketing, Honasa Consumer Pvt. Ltd. says, “Mamaearth constantly looks to connect and engage with millennial consumers. Anita is a trusted known name who resonates with our consumers and fits in strongly with our brand ideology of Goodness Inside. We are confident that this collaboration will help us further strengthen our position as a baby care and personal care brand for millennials.”

Mamaearth is Asia’s first brand with Madesafe certified products that offer 100% toxin-free & natural skincare, baby care and hair care products. It was founded by husband-wife duo Ghazal Alagh and Varun Alagh. The brand caters to all personal care needs of young, aspirational and increasingly conscious Indian consumers, driven by innovation and using the best of science and Ayurveda.

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