Amway India, the country’s leading direct selling FMCG Company, has expanded its deodorant portfolio by launching 5 new fragrances. The company has launched 3 new fragrances under brand Dynamite, targeted at men, and 2 new fragrances under the brand Attitude, targeted at women. Priced at Rs 260 each, all new Dynamite and Attitude Deodorants have been dermatologically tested and offer a refreshing fragrance.
Speaking on the occasion, Mr. G. S. Cheema, Vice President – North and East, Amway India said, “The deodorants category has exploded in the past 5 years. The industry is expected to grow at a healthy double digit growth rate over the next few years riding on evolving consumer preferences, lifestyle changes and increase in disposable income. We launched two fragrances in 2014 and they have been well accepted by the consumers. With five new variants, we are targeting aggressive growth.”
“We are offering more choices to the discerning consumer. Going forward, we aim to refresh the range at frequent intervals,” added Mr. G. S. Cheema.
The new Dynamite fragrances for men are christened ‘Fire’, ‘Earth’ & ‘Ice’ while the Attitude range are named ‘Fantasy’ and ‘Enchant’. The differentiated, youthful and bold packaging, amplified by vibrant mix of colors, design and graphics, reflects the ethos of each of the fragrances.
The company will launch a series of activities including training and experiential initiatives to promote the new range of deodorants amongst the distributors across the country. This training is a crucial element for Amway as it helps the distributors educate, guide and recommend products to the end consumer.