Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Ayush Facewash

Facewash is a category that is increasingly getting crowded with several brands (Bansal, 2015; Pinto & Agarwal, 2014). The category of facewash started becoming popular largely in the last decade (Bansal, 2015). The category also has several herbal brands, including the pioneering brand Himalaya. The Dove brand of soap also launched a facewash in India. Facewash is a category that holds a lot of appeal among consumers because of the fact that it is instrumental with respect to personal grooming; and personal grooming is an important aspect of a consumer’s self-concept.

Several brands of facewash provide a hint of herbal remedies in their ingredients (Pinto & Agarwal, 2014). This is in line with the ‘back to nature’ trend that ...