Emami introduces 'BoroPlus Ice Prickly Heat Powder'

As the 3rd largest player in the prickly heat powder category, BoroPlus Ice Prickly Heat Powder is fortified with natural goodness of skin loving herbs which give instant icy feel while the antiseptic properties of ingredients like Neem and Tulsi eliminate skin problems that are most notable during summer.

" The powder is  mild and  gentle on the skin and provides eight benefits for total results viz. relief from prickly heat, protection from summer rashes, absorption of sweat to keep the skin dry, soothing of  irritated skin, relief from skin infection, cooling  and calming effects on   the skin, relief from skin inflammation and  offering of  anti-septic action," the company said in a statement.

Speaking on the occasion of the launch Priti Sureka, Director, Emami Ltd. said, “Our R & D team has focused on providing dual benefits of cooling comfort and tackling skin irritation problems that is so common during harsh Indian summers. Besides providing an antiseptic shield against the harsh weather conditions, the product formulations of BoroPlus Ice Prickly Heat Powder also offers lingering icy cool touch that keeps one fresh and vibrantly cool, a perfect combination for summer seasons. We have also introduced a new unique packaging for this season which will set apart the product from others”

The new TVC of BoroPlus Ice Prickly Heat Powder would go on air soon and the campaign would be supplemented by a formidable BTL approach with in-shop activities, window displays, POP displays, and danglers etc. to connect nationally along with Print and Outdoor promotions.

The product will be made available in 150gms, 90gms and 50gms SKU’s, priced at Rs.75, Rs.50 and Rs.30.