Joy Personal Care, the home-grown skincare brand from RSH Global, has appointed actor Tamannaah Bhatia as the new face of its lotion and cream portfolio.
The partnership will be rolled out through a multi-platform campaign spanning television, digital and social media, with the brand’s Honey & Almonds Deep Nourishing Body Lotion at the centre of the campaign.
The body lotion is formulated with honey and 100% pure almond oil and is positioned around nourishing and softening the skin. Through the association with Tamannaah, Joy Personal Care aims to bring a contemporary and recognisable face to its everyday skincare range.
Tamannaah’s two-decade career across films and popular culture has established her as a pan-India personality with a broad audience connect. Her association with the brand will form a key part of Joy Personal Care’s communication around its lotion and cream portfolio.
The campaign also builds on Joy Personal Care’s ‘Beautiful by Nature’ philosophy, which focuses on moving beyond conventional ideas of beauty. The brand’s messaging centres on individuality, self-confidence and feeling comfortable in one’s own skin.
Through the new campaign, Joy Personal Care is looking to strengthen its presence in the everyday skincare category while using Tamannaah’s reach and audience connection to take its body-care proposition across platforms.
Sunil Agarwal, Co-founder & Chairman, Joy Personal Care (RSH Global), said, “JOY has evolved from a homegrown skincare brand into a larger personal care player while staying true to what consumers value. Our association with Tamannaah marks an important step as we strengthen our presence in the lotion and cream category and bring our proposition to a new generation of consumers.”
He further added, “Honey & Almonds Body Lotion has been an important part of the brand’s lotion portfolio and this association gives us an opportunity to build on its strong equity while bringing a fresh perspective to the category. Our focus remains on creating products that combine quality, relevance and affordability for Indian consumers.”
Poulomi Roy, Chief Marketing Officer, Joy Personal Care (RSH Global), said, “Beauty has often been presented to women through a narrow lens, telling them how they should look and what they should aspire to be. ‘Beautiful by Nature’ challenges that thinking and reminds women that they do not need to fit a certain mould to feel beautiful. Tamannaah brings this thought to life through her individuality, journey and ability to stay true to herself while evolving through the years.”
Talking about her association with the brand Tamannaah Bhatia added, “What I have always loved about beauty is that it can mean something different to each of us. Over the years, I have learnt to embrace that thought and enjoy the journey rather than chase an idea of perfection. That is what drew me to Joy Personal Care, and I am excited to bring this thought to life with the brand.”
