Joy eyes 35% growth in 2018, takes on conventional beauty standards in new ad

With an eye on the eastern India and Maharashtra markets, RSH Global’s personal care brand Joy is planning to strengthen its consumer base with a target of 35% growth this year. The brand has launched a new campaign that addresses the notion that ‘conventionally beautiful women lack intelligence’.

The campaign that features actor Mouni Roy talks about how people are conditioned into following certain pre-defined beauty standards of how a woman should look, behave and carry herself around. Physical appearance has always been the yardstick to measure a woman’s beauty, while her smartness or confidence is not given a similar treatment. This has given rise to stereotypes that the physical beauty of a woman is inversely proportional to her intelligence.

In the film, a girl is seen awed by Mouni Roy’s beauty and asks her about the secret of her healthy skin. Roy mentions that she uses all natural products that are present in Joy honey and almond lotion. The girl being surprised says that she is both beautiful and knowledgeable; to which Roy ask why beauty and brain can’t go hand in hand. It conveys the message that every woman is endowed with both intelligence and beauty; it’s our perspective that needs to be changed.

Poulomi Roy

Poulomi Roy, Chief Marketing Officer, RSH Global, said, “We do not believe in typecasting beauty, we discuss and debate on the various stereotypes that are attached to a woman’s appearance. The beauty of a woman lies not just in the way she looks but also in the way she exudes confidence, pride and smartness. We believe in our brand philosophy that every woman is born beautiful and it translates into our products which are made from the goodness of nature (natural extracts).”

“In the winter body lotion segment, we cover 8% volume share. We are almost in the second or third rank in the body lotion category,” she added.

Mouni Roy

Commenting on her association with Joy, Mouni Roy, said, “Since time immemorial, several stereotypes have been attached with women’s beauty, one among them being, good-looking women achieve success only by their good looks. In our society it is assumed that a beautiful woman is brainless. For me, intelligence and beauty always go hand in hand. In fact, I believe, being intelligent is beautiful. I am glad that Joy has come out with a campaign basis the same belief and chosen me to be the face for the same.”

The campaign:

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