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Diya Mirza is brand icon for Amway’s new brand ‘Attitude’

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Diya Mirza is brand icon for Amway’s new brand ‘Attitude’

Model-turned actress Diya Mirza oozes attitude, probably the reason why she will soon be endorsing the new cosmetic line-up from Amway called Attitude. Amway, a wholly-owned subsidiary of $ 6.2 billion Amway Corporation, Michigan, USA, has forayed into the premium skin care segment with the new brand Attitude.

William S Pickney, MD and CEO, Amway India, outlined the growth strategy for Amway India. “Globally, Amway is known as a wellness and beauty company. In India too, we intend to move in the same direction. The launch of Attitude is a big step in that direction. We decided to take Diya as brand ambassador for Attitude range of cosmetics to emphasise the youthfulness and energy of the brand. We are confident of the success of this relationship,” he said.

The total Indian cosmetic market size is estimated at Rs 1,850 crore. Of this, the size of skin care and colour cosmetic is Rs 1,300 crore and Rs 550 crore respectively. With the launch of Attitude, Amway India has madeits foray into over Rs. 325 crore premium skin care market.

Pinckney said, “To be a leading player in the Indian cosmetic market, Amway India decided to foray into premium segment of the skin care market, which offers a huge opportunity. Since, globally Amway does not have a brand in premium category, we saw an opportunity to develop and launch an India specific brand keeping the specific needs of the Indian market in mind.”

On the level of research that has gone into this new brand, he said, “A lot of research has gone into developing this world class Attitude range. Entire Attitude range has been developed at Artistry Research Centre at Michigan, USA.

On this occasion, Amway India launched five products under Attitude brand. They include cleanser, toner, moisturizer, face wash and sunscreen lotion.


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.