National, 28 November 2024: As air pollution continues to rise across urban India, Himalaya Wellness, a pioneer in herbal and natural personal care, is stepping up its efforts to address urban skin health with a new campaign for its Pollution Detox Charcoal range. Designed to detoxify and purify skin exposed to pollution, the range includes a face wash, face scrub, and face pack tailored to meet the needs of urban consumers.
With Air Quality Index (AQI) levels reaching critical highs, Himalaya’s initiative highlights the importance of daily skin detoxification and leverages innovative partnerships with brands like Uber and Paytm to reach consumers directly in high-AQI zones. By raising awareness about pollution’s harmful effects on the skin, the initiative aims to educate and empower individuals to detox their skin daily, offering a trusted solution for pollution-related skincare issues.
By targeting Delhi’s pollution-affected commuters, the campaign leverages over 1,000 branded cabs to make its creative message visible throughout the city. Currently, Uber riders in both three-wheelers and four-wheelers experience the campaign during their rides, while Paytm ads connect with users on metro, train, and bus routes in areas where AQI levels were especially high, reminding them of the need to detox their skin in highly polluted environments. Custom push notification alerts are also sent to users in cities with AQI levels exceeding 200, emphasizing the importance of detoxing their skin and recommending the Pollution Detox Charcoal Range. This strategy ensures that the campaign reaches both working professionals and daily travelers who are most impacted by pollution.
Increasing AQI levels in urban areas leave visible effects on skin, such as dullness, clogged pores, and premature aging. Himalaya’s Pollution Detox Charcoal Range offers a powerful yet gentle solution, helping consumers restore and maintain healthy, pollution-free skin. Through targeted push notifications and in-app banners, Himalaya Wellness has alerted users in cities with AQI higher than 200 about the need to detox their skin. The campaign also leveraged Instagram and YouTube ads to amplify awareness and drive engagement.
Ragini Hariharan, Marketing Director for Beauty and Personal Care at Himalaya Wellness, said, “In cities battling high pollution levels, skincare has become more than a beauty routine—it’s a necessity. By partnering with Uber and Paytm, we’ve brought our message directly to commuters navigating the most polluted environments. This campaign reinforces our commitment to empowering consumers with the knowledge and tools to combat pollution’s effects and detox their skin.”
The month-long campaign raises awareness about pollution and promotes ways to combat its effects. To extend the campaign’s reach, Himalaya Wellness has also collaborated with popular content creators like TVF Girliyapa delivering relatable and engaging storytelling.
As pollution levels continue to rise, Himalaya Wellness remains committed to empowering consumers with natural solutions, encouraging everyone to take proactive steps in protecting their skin against the harsh effects of pollution.
