Following a successful test launch in West Bengal, Emami Llaunches its all new Emami Diamond Shine Luxury Crème Hair Colour in the national market. Glamorous Bollywood Diva, Shilpa Shetty has been roped in to endorse the brand.
Hair Colour is primarily used by consumers for grey cover age or a style makeover. Consumers are thus always on the lookout for hair colours which last longer and reduce the need for frequent ‘touch up’ applications.
Speaking on the occasion, Ms. Priti Sureka, Director, Emami Limited said “Crème Hair Colour is a sunshine category in the FMCG space. Women today are looking beyond grey hair coverage – they don’t just want to look young, but also feel young and confident. They want to make a statement, want to stand up and be noticed. Unfortunately, most available hair colours don’t last beyond a couple of weeks, forcing frequent applications. Users feel hassled and it pinches their pockets. To plug this need gap, we have launched Emami Diamond Shine, a technologically superior product created by renowned international and Indian hair colour experts with 11 ayurvedic herbs and diamond serum. It gives colour that lasts 2X longer, superior shade delivery, softness & shine, and comes at a price similar to what users pay for their regular hair colour.”
Emami Diamond Shine Luxury Crème Hair Colour is ammonia-free, offers 100% grey coverage. Aloe vera conditioners keep hair soft and protect it from damage.
Emami Diamond Shine Luxury Crème Hair Colour will be launched in Northern, Western and Eastern regions of India. It will be available in 5 shades – 1.0 Natural Black, 3.0 Dark Brown, 3.66 Cherry Red, 4.0 Natural Brown & 4.16 Burgundy, in a sachet pack priced at Rs. 30/-. Each sachet contains 20g colorant and 20ml developer.