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We often think of skincare as a pampering ritual, an opportunity to nourish our skin and express our individuality. But as recent research from the University of Birmingham reveals, some of the popular “leave-on” products we use daily — like sunscreens, moisturisers, and lip balms — might be doing more harm than good. Specifically, <keyword id="19970180" type="General" weightage="20" keywordseo="microplastics" source="keywords">microplastics</keyword> in these products are flying under the radar, raising serious concerns about both environmental and health implications. While most regulatory frameworks have targeted rinse-off products — think face washes and shampoos—leave-on products have received scant attention. This oversight is alarming, especially considering that microplastics, which can be tiny plastic particles or fibres, are prevalent in many of our favorite skincare staples. Dr. Anna Kukkola, a researcher at the University of Birmingham, notes, “The contribution of ‘leave-on’ cosmetics to microplastic pollution is a critical, yet underexplored aspect of environmental contamination.” In their critical review, the researchers analysed 2,381 products and found that only two were classified as leave-on. This glaring gap can be attributed to several factors: the challenges in extracting microplastics from complex formulations and the prevailing public perception that the microplastic issue has been adequately addressed due to bans on rinse-off products. But the truth is, leave-on products could be significant contributors to the microplastic problem. <h2><keyword id="19977451" type="General" weightage="20" keywordseo="health-risks" source="keywords">Health risks</keyword> of microplastics</h2>The health implications of daily exposure to microplastics in leave-on products remain largely uncharted territory. With limited research on how these particles interact with our skin after application, the potential for absorption into our bodies — through mechanisms such as hair follicles and sweat ducts — raises red flags. Dr. Kukkola emphasises this point, stating, “Given how much of these formulas our bodies can and do absorb, it is concerning that little to no research has taken place to investigate the associated health effects.” <div type="Article" hostid="261" msid="114327120" title="An expert in how microplastics affect our health does 6 things to avoid them at home" mstype="2" mssubtype="0"></div>Another critical insight from the study is the misuse of the term “microbeads.” Typically associated with rinse-off products, this term has been inaccurately applied to all microplastics in cosmetics, resulting in regulatory blind spots. This mislabeling has skewed global legislation towards rinse-off products, leaving a significant portion of the microplastic contamination from leave-on products unregulated. <h2>Call for action and future research</h2>The researchers are not just pointing out problems; they are advocating for solutions. Collaborative efforts are underway to develop new methods for extracting and analysing microplastics in <keyword id="23630244" type="General" weightage="100" keywordseo="leave-on-cosmetics" source="keywords">leave-on cosmetics</keyword>. This initiative, spearheaded by Dr. Sophie Comer-Warner from the University of Illinois Urbana-Champaign and Professor Iseult Lynch, aims to fill the critical knowledge gaps identified in the study. <div type="Article" hostid="261" msid="114375709" title="Standing desks may not be a boon for health after all" mstype="2" mssubtype="0"></div>Professor Lynch warns, “While the microplastics themselves might be relatively benign, a number of other chemicals are intrinsically bound into or onto the microplastics in complex leave-on formulations, including potentially PFAS, plasticisers, and other chemicals known to be either carcinogens or endocrine disruptors.” As we lather on our moisturisers and slather on <keyword id="19944313" type="General" weightage="20" keywordseo="sunscreen" source="keywords">sunscreen</keyword>, it’s crucial to be aware of what we’re putting on our skin. The <keyword id="20724496" type="General" weightage="20" keywordseo="beauty-industry" source="keywords">beauty industry</keyword> is evolving, and with it, our understanding of safety and <keyword id="20224419" type="General" weightage="20" keywordseo="environmental-impact" source="keywords">environmental impact</keyword> must grow. It’s time to advocate for better regulations and more research on the unseen dangers of our beloved leave-on <keyword id="20521267" type="General" weightage="20" keywordseo="skincare-products" source="keywords">skincare products</keyword>. By staying informed and demanding transparency from manufacturers, we can ensure that our beauty routines don’t come at the expense of our health or the environment. The findings of this research have been published in the Journal of Hazardous Materials and can be accessed <a href="https://doi.org/10.1016/j.jhazmat.2024.135053">here</a>.

Popular leave-on cosmetics such as sunscreen and lip balms may pose a hidden microplastic risk, scientists warn

Best moisturizer with sunscreen (SPF) in India

Best daily skin care products in India

Stuck at home with plenty of time on your hands? Well, it might be the perfect opportunity to indulge in some vanity Even though men today have started understanding the importance of a skincare, yet most men still have a long way to go before they incorporate a regular nurturing skin care regimen. Pooja Nagdev, Founder - Inatur, lists five basic steps for men to follow for a healthy, glowing skin. Start the day in the morning with cleansing, toning and moisturising. Apply high SPF Sun lotion every time you step out. Taking care of skin is a combination of nurturance and defence. Apply a high SPF sunscreen is very important. Moisturise and replenish every week. Everyday our skin is under attack from damaging radicals that break down skin elastin and natural supply of collagen and hence causing skin damage and premature ageing. For nourishment one has to feed the skin through masks and moisturisers. Use the products that are meant for your skin type. How we treat our skin depends on the skin types. Most of us are probably aware of the different skin types normal, dry, oily, acne prone or combination skin. Dry skin is low on moisture. Those with dry skin should avoid harsh products, always use cream-based face cleansers and never go to bed without a nourishing night cream or a facial oil. Oily skin is smoother in texture as it carries more sebum. This sebum also keeps skin from wrinkling but it also leads to <keyword id="90595" type="LOCATION" weightage="20" keywordseo="Blackheads">blackheads</keyword> and whiteheads. Cleanse two to three times daily and scrub on alternate days. Use an oil free moisturiser is a must to normalise the sebum production. Always remember to use a good astringent or a toner to close the open pores. Combination skin has some areas that are dry and some oily. Identify the areas that have more sebum production. Use the products sparingly there and use higher emollient ingredients. Those with a normal skin are blessed and rarely have eruptions in their face. It can only happen during stress, lack of sleep or dietary alterations. If you have normal skin use a cream-based cleanser, scrub, toner and moisturiser. Shave with care. Spend more than five minutes in shaving. Take time as haste often results in stinging cuts and a need to redo shave again. Always shave in one direction. Choose one way and stick with it. Apply a good after-shave lotion to help tighten open pores. Also spend some time by applying a face mask, this rejuvenates and relaxes the skin and makes you both feel and look good.

Now, there's time to indulge in vanity - here are a few grooming tips for bored men

New Delhi, July 8 (IANSlife) Summers are for eating mangoes, watermelons, and other nutrient fruit like apricots. The bright sun improves of Vitamin D and lightens our mood as the sweat detoxifies us making us lose weight. Monsoons are for blissful rainy days and cups of tea with samosa. But this is the time when your skin can break out leading to acute skin problems which can spoil all the fun. Your skin and hair, especially uncovered parts are victim to harsh rays of the Sun, harmful polluted gases and humidity, add to that the woes of wearing a protective mask most times. The situation is aggravated by more sweating which acts like a magnet and attracts the dust particles as well as pollutant. Summers and monsoons have a combination of heat and more sweat which leads to an increase in the skin problems. Dr Swati Mohan, Senior Consultant, Dermatology, Fortis Escorts Hospital, Faridabad shares skin problems and solutions for these months : Dehydration: Hot weather causes water loss from body increases sweating and cause dehydrations Sun-burn: Excessive exposure to sun especially between 11 am to 4 pm can create an acute sun-burn. Dry irritated skin: Even with a hot &amp; humid outdoors air one can have a dry &amp; irritated skin due to culprits like air conditioning, pool &amp; off course sun. Prickly Heat / Heat Rash: Because sweat can not get out it builds under your skin causing itchy tiny bumps because of sweat create a prickly sense which is very troublesome. Skin Allergies: People on antibiotics like doxy, ciproflox (Flu, Antifungal, Anti-depressant like Amitriptyline makes more sensitive to sun &amp; heat. hair dryer, mehendi, perfumes disinfects on sun can create severe rash. Sum sun rashes can induce systematic disease like Lupus Erythematosus, Porphyrias etc. Fungal Infection: Fungal infection is warm and damp environment especially if one wear tight clothes, denims or synthetic clothes for long time. Fungal infections like athlete foot (due to excessive wearing shoes), Jockey Itch (Fungus Infections) are troublesome and need to be treated. The best form of prevention is to drink plenty of water and cooling drinks like lime water, jaljeeras, coconut water and fruit like water melon. Regular shampoo and mild cleansers are best for baths. The use of a fragrance-free moisturiser within 5 minutes of your bath helps keep the moisturiser in the skin. Temperature of air conditioning should be moderated as it makes your room too dry. Use antifungal products or talcum powder, cooling agents like calamine. Protection from sun is of course like most important lotion precaution. Sun Safety Slip on T-shirts Slip-on Broad-Spectrum Sunscreen of 30 SPF at least 45 minutes before go out Slip on broad brimmed hat Slip on Sunglasses Shade from sun wherever possible (IANSlife can be contacted at ianslife@ians.in) --IANS tb/sdr/

Acute skin problems in the summer

All through this year, you have put forward maximum style, thanks to your <keyword id="23341" type="UNKNOWN" weightage="20" keywordseo="beard">beard</keyword>. Your first date has been an evening loaded with complements when the girl has congratulated you for looking good. As you have shelved off your long coat and planning to revamp your wardrobe with summer colours, a dreadful festival is here. For others, <keyword id="6355460" type="PERSON" weightage="20" keywordseo="Holi">Holi</keyword> is the celebration of colours. But for you, whose pride rests upon a manicured beard, it isn’t so easy to play Holi and get rid of colours from the mane. 
 
You may be thinking to stay off the colours to save your beard. Fret not because we are here to sort you out. Here’s everything you need to do to get rid of colours. 
 
Before you go to play 
 
Use oil 
Apply a generous amount of coconut or castor oil on your beard as this prevents colours from sticking and setting into the hair follicles. Alternatively you could simply use a good quality beard oil as well. The oil enables you to get rid of the colours with minimal fuss. 
 
Use moisturize 
As an alternative to castor oil, use loads of moisturiser or sunscreen on your beard as this will not just keep it hydrated, but will also make sure that the colour doesn’t set and is easier to wash off. 
 
Take a shower 
Ensure that you take a cold shower with a soap containing either activated charcoal or essential oils before playing with colours. This ensures that your skin and facial hair remains moist, not allowing the colour to settle, thus making it easier to wash off. 
 
After playing Holi 
 
Wash 
 The minute you step into the home, after your colourful session, wash your beard with cold water and a good quality beard wash. Any delay and the colour will begin to set, making it difficult to wash off. 
 
Use Multani Mitti 
Use natural remedies like a multani mitti pack. This clay based complex will dry out the colour and help you get rid of it almost instantly. Simply mix a teaspoon of multani mitti with water and make a paste. Let it settle for a bit and apply liberally. 
 
Use lemon 
Another guaranteed way of getting out the smut and colour from your beard is to use an astringent like lemon. A few drops of lemon juice, using a beard oil with lemon oil in it, or rubbing a slice of lemon wedge along your beard will weaken the colour molecules and make it simpler for you to get rid of them. 
 
Use charcoal 
Another excellent way of getting rid of holi colours is activated charcoal. A bath soap with activated charcoal will rid your facial fuzz of any residual colours. 
 
Use each one of these simple tips to have a fun holi, without the headache of a coloured beard! 
 
(Image source: pinterst)

Here's how to get rid of Holi colours from your beard

<div class="KonaFilter image-container display-table"><div><div class="image on-image">istock</div></div></div><ul><li>Most dermatologists agree that retinol helps to reduce the appearance of fine lines and wrinkles.</li><li>It was once difficult to get hold of topical retinol products without a prescription or paying for high-end cosmeceutical products.</li><li>But there's now a booming market of derivatives of vitamin A available in varying strengths over the counter.</li><li>Business Insider spoke to Mervyn Patterson, a cosmetic doctor at Woodford Medical, who says they are being marketed in an irresponsible way. </li><li>He says that the industry is taking us into 'a mass experimentation of the population.' </li><li>He shared a number of reasons to be wary of retinol overuse.</li></ul> The cosmetics industry is saturated with products that promise to reverse and prevent the signs of ageing, but there's one product that dermatologists generally agree works - retinol.Retinol, a form of vitamin A, has been used for years to treat acne, but more recently has become part of the daily skincare routine - and war on wrinkles - of many.<h2>"Retinol undoubtedly makes the skin smoother"</h2>When we met with Mervyn Patterson, a cosmetic doctor at <a href="https://woodfordmedical.com/" target="_blank" rel="noopener">Woodford Medical,</a> he told us that you start to lose collagen in your face from your mid 20s, and lose something between 1-1.7% a year from then onwards - a scary thought.<div class="KonaFilter image-container display-table float_right click-to-enlarge"><div><div class="image on-image"><a title_source="Woodford Medical" title_caption="Mervyn Patterson is a cosmetic doctor at Woodford Medical." class="zoomin" href="https://static-ssl.businessinsider.com/image/5b154c861ae66244008b4bd6-960/dr mervyn patterson cosmetic dermatologist at woodford medical.jpg"></a>Woodford MedicalMervyn Patterson is a cosmetic doctor at Woodford Medical.</div></div></div>"Retinol undoubtedly makes the skin smoother," he told Business Insider. "You get a positive effect on collagen, that is definitely true. You get an increase of blood flow to the skin - there are lots of positive things that you can say about Retinol."He said that it works by encouraging basal cells (in the lowest layer of the skin) to divide, and as a result you get more new epidermal cells that migrate up to the skin's surface and eventually become the rooftop."The more retinol you put on the skin, the more these new cells appear at the surface, at which point a mechanism kicks in that wants to shed the excess skin - that's the exfoliation process," he said.<h2>Derivatives of vitamin A </h2>It was once difficult to get hold of retinol products without a prescription, but there's now a booming mass market of derivatives of vitamin A available in varying strengths over the counter.Patterson explained that in prescription-strength retinoids (like Tretinoin) or higher-end cosmeceutical products, you will typically find the active form of vitamin A - retinoic acid.Other products on the market, he said, such as retinol, retinal, and retinol palmitate, contain precursor molecules, that when combined with enzymes in your skin, are converted to the active form.They are considered less potent, <a href="https://www.ncbi.nlm.nih.gov/pubmed/26578346" target="_blank" rel="noopener">but studies have shown these products can have similar positive effects on anti-ageing as prescription strength versions </a>- though in some cases they can take longer to work.The benefits, or rather short-term effects, of using topical retinol products have been widely documented by beauty influencers, editors, and celebrities, too.Having used them myself, it's not hard to see why they've become such a beloved skincare staple. After using a product for several nights in a row, my skin did genuinely feel noticeably smoother.But Patterson told Business Insider that he believes the industry is marketing retinol products to consumers in an irresponsible way.<div class="KonaFilter image-container display-table"><div><div class="image on-image">surowa/Shutterstock</div></div></div><h2>"Skincare companies have lost all sense of what's healthy for the skin"</h2>Patterson said that one problem with retinol overuse is that these new skin cells don't function well because they have been rapidly produced, and therefore lack the necessary adhesion and lipid production to protect the skin properly."The main function of the top layer of the skin is to protect us, to keep away environmental factors. The more retinol you put on, the poorer the barrier function becomes," he said. "This is why a lot of people feel that their skin is very sensitive and experience peeling, flaking, and irritation."One of the main side effects of using retinol is that it makes your skin more sensitive to UV sunlight, in particular. It's therefore incredibly important that if you're using retinol, you also wear a high SPF sunscreen on top of your moisturiser.But in vying for the position of "top dog," Patterson says that skincare companies have lost all sense of what's healthy for the skin."It's like a sweet shop with all the different forms of vitamin A that are now available online," he went on. "You have all sorts of unproven claims like 'we have the most potent, the fastest acting, or the most encapsulated retinol,'" he went on, adding that people lack the knowledge of how to use them."People randomly combine different ingredients, often from different ranges, with little idea whether the combinations are sensible or balanced. With so much choice and marketing pressure it's easy to see how skincare routines can become chaotic," he said.<h2>"The industry is taking us into a massive experimentation"</h2>And there's another reason to be wary of retinol overuse, according to Patterson. Cells generally divide to grow and repair the tissue in your body, but they can only divide a finite number of times (about 50, <a href="https://www.thelancet.com/journals/lancet/article/PIIS0140-6736(11)60908-2/fulltext" target="_blank" rel="noopener">according to the Hayflick Limit</a>), which is one of the primary reasons we age."We don't live forever," he told Business Insider. "So if you plaster way too much retinol on in your 20s, 30s, and 40s, you could be depleting all of those healthy cell divisions that you really should be storing for cell divisions further down your lifetime.""The skincare industry is taking us into a massive experimentation of the population," he went on. "They're just interested in the short-term marketing of the products - we don't know what will happen with prolonged excessive use."<div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://www.flickr.com/photos/148415908@N03/33316031242/in/photolist-5V9FNE-4ueAvN-fvys1f-7sFHM7-6BhR2Q-b2kAfa-8wapj6-6c3tXJ-7jNG5t-6z6eTA-atg552-6zRmfk-nvNU8e-TbXLgJ-8wanMM-6FKJzg-SL2nnL-Te5BaF-SY4k7C-CJYahh-N4c6CD-5mFn59-eTU5JR-8UfxGJ-mijYan-KyeHH-dtRDoL-9dUUrU-5mB85K-atU2k9-8kXUVx-8mQnCD-8o2NhW-gCH12-8hDgTE-HYDDM-9njc9m-7REX4L-DReTS2-4bRK2v-sq9qom-Dr14V8-D2Lia5-LZkd8i-MLN6mY-MuLLxb-MPpZPa-JuBTve-xtBRWN-7sBKLz">cushyspa.com/Flickr</a></div></div></div><h2>Striking the balance</h2>Using vitamin A in your skincare regime is only one piece of the puzzle, he says, adding that there are multiple other vitamins or components of vitamins that are required for the "nutritional" support of the epidermis to achieve healthy skin."Skin is no different to the human body - it requires a balanced array of the essential nutrients all in the correct proportions," he said, adding that you only need a tiny amount of retinol."The ideal supply of vitamin A is a small amount of the immediately active form - retinoic acid - alongside precursor retinols that can be converted into the active form as they are required."<div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://www.shutterstock.com/image-photo/mom-her-10-years-old-preteen-571707010?src=3GdSjTV30Obx5XNHk4dQ7g-1-7&amp;irgwc=1&amp;utm_medium=Affiliate&amp;utm_campaign=Skimbit%20Ltd.&amp;utm_source=10078&amp;utm_term=">Shutterstock/Alena Ozerova</a></div></div></div><h2>Repair the barrier and dampen down inflammation</h2>Before you even start thinking about vitamin A, he said the first steps to healthy skin are repairing your barrier and dampening down inflammation, which can be done with moisturisers and cleansers."Choose products that use lipid formulations to 'adjust' the surface ratio of skin lipids back to normal. The ideal product would also contain a wide array of proven anti-inflammatories (examples of these are botanical extracts such as date, meadowfoam and safflower) to dampen all pathways of inflammation," he said, adding: "Only then should one get creative with topical vitamins."There are consequences of putting too much of one thing onto your body." <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/what-humans-look-like-on-mars-2018-5">What humans will look like on Mars</a></h3> <div> </div> </div>

Most dermatologists agree this is the one thing that can reverse signs of ageing - but one doctor says we're being led into the unknown

<ul><li>Meghna Gulzar’s <keyword id="7140139" type="UNKNOWN" weightage="20" keywordseo="Chhapaak">Chhapaak</keyword> is scheduled to be launched on January 10 and brands have flocked to associate with the movie already. </li><li>One such brand is <keyword id="7170842" type="UNKNOWN" weightage="20" keywordseo="RSH-Global">RSH Global</keyword>’s Joy, which has launched a new range of products called ‘Joy Sensitive,’ meant for hyper-sensitive skin type -- including acid attack survivors. </li><li>While the ad uses Chhapaak’s impending popularity to create a buzz, we speak to experts to find out if it is all just a gimmick to tie into the film’s marketing or an important innovation. </li></ul>Right before the launch of Meghna Gulzar’s Chhapaak, which is about an acid attack survivor starring Deepika Padukone, RSH Global has launched a new range of products called ‘Joy Sensitive’, which is for people with hyper-sensitive skin, also suitable for acid attack survivors. This hypo-allergenic product range includes a face-wash, moisturiser, cream and sunscreen. According to RSH Global, India tops the list of countries for acid attacks globally and victims are often from a modest background. Given that the existing products available in the market are either scarce, expensive or belonging to the derma category, affordability played a key role in the development of Joy Sensitive. Before the launch, the brand conducted a research study on a sample of 20 people with extreme-sensitive skin, which started in September 2019. Interestingly, it was after the launch of the movie’s teaser that the brand decided to hit the shelves. To further latch on to the movie buzz, RSH Global launched a campaign called #skinofcourage that celebrates Malti, the protagonist from Chhapaak, and her courage. The voice-over reminds the audience what beauty truly is — beyond the physical appearance — happiness, courage, and talent. 
 
 
 <div type="Youtube" id="xKVlAACqZUU" title="JOY in association with Chhapaak" thumbUrl="https://i.ytimg.com/vi/xKVlAACqZUU/mqdefault.jpg"></div>







 Explaining why the brand waited until now to launch this range of products, Poulomi Roy, CMO, RSH Global, said, “After our R&amp;D in September, in the month of December, we came to know about the detailed storyline of the movie Chhapaak from trusted sources and hence decided to associate with the 'larger cause'. We were clear that we are not looking for a film integration or a conventional co-branded promo. We spoke to Fox Studios and explained how the brand's association with the cause highlighted in the movie can help us reach a wider audience, we thus began our endeavour of association.” She said it took a long-pitch to convince Fox Studios about their genuineness. “The producers, director and cast of the movie were very cautious to associate with any brand but when vetted with the fact that our endeavour was pre-planned and genuine, the synergy matched,” added Roy. After the promo, RSH Global got in touch with Pragya, an acid attack survivor, who runs an NGO. The brand has started an employment drive with her, wherein it will hire two acid survivors and through LinkedIn, will further reach out to corporate HR and act as a mediator. “We also spoke to a few NGOs and counselors before deciding on the employment drive as part of the campaign. This was the time when we discovered that Maslow’s hierarchy of needs pyramid is completely upside down for acid survivors as compared to others. We realised there is a life after the incident and as a brand, we need to ensure safety and employment. To our mind, this was the space where we wanted to engage and make a difference in their lives,” explained Roy. Idea Behind the Brand Partnership According to N. Chandramouli, CEO, TRA Research, most products usually arise out of an identified consumer need and a large market. And in the case of Joy Sensitive, he feels that as there is a social objective involved, the brand should handle their communication with utmost care. “The movie and the product both will help bring out the 'real' lives of the survivors, and make audiences more sensitive to their personal suffering and triumphs. This is an extremely sensitive brand association and must be done in a completely natural and subtle fashion so that the brand rides on the message and not the other way around. I am hoping the brand does not squander this association and remains true to the victims' cause,” he noted. Social Media and Brand Expert, <keyword id="247533" type="PERSON" weightage="20" keywordseo="Karthik-Srinivasan">Karthik Srinivasan</keyword>, took a closer look on RSH’s website to understand the actual products. He found that while the ‘Sensitive' range is present, there is no page dedicated to it yet, which made him wonder if it all could be a gimmick to tie into the film's marketing. “I would have expected them to walk the talk and mention who the product range is for, on the product. But I see the product being generic enough to be sold to all other kinds of people. I would still like to give them the benefit of the doubt since I have not seen the actual product's packaging - the back of the pack... if it mentions that this is sensitive enough for acid attack survivors since they claim R&amp;D with that intent started late last year. At this point, without further information and only PR-speak available, it looks like an opportunistic repositioning of a product range to suit the film's theme,” added Srinivasan. On the other hand, Ambi Parameswaran, Brand Strategist and Founder of Brand-Building.com, thought that associating with Chhapaak was a smart move to amplify its reach. “The concept of skin cosmetics for hyper allergic women have been in existence for a long time. But they are often very expensive. From what I can understand, Joy is launching a range of ‘hypo-allergenic’ range of skin care products and has tied up with a new movie release. This seems to be a smart move given the buzz around the movie. But it is a tall claim that this range was created only for acid attack survivors. So it is an opportunistic ride on a trend.” Considering that the victims are often from economically-weak background, Parameswaran also highlighted the importance of the ‘affordability factor’ and how it could determine the success of the product range. “I do hope their range of hypo-allergenic products are affordable as they have claimed. If so, it is a good move. The danger is that the brand may actually get stereotyped as a skin care brand for acid attack survivors only. That is a danger and Joy should worry about that too,” he added. A Look at the Research Study The product was dermatologically tested on 20 people with hypersensitive skin and Roy says “post our launch, we are looking forward to getting real-time feedback.” Shubho Sengupta, Brand Consultant, says lack of research indicates the brand’s true intention. “This is a gimmick, which has not been tested on real-life acid attack survivors, as the brand’s response clearly says. They are just trying to latch on for some paid publicity. But it's okay as some publicity for acid attack survivors is also good. They are also hiring two survivors, as they claim,” says Sengupta. How will it affect the Brand Image Harish Bijoor, Brand-expert and Founder, Harish Bijoor Consults, fears that this might portray RSH Global in a negative light for using the movie as a ploy for consumer attention. “I do believe this is marketing opportunism at work. For a product in this sensitive category, I do not think it will work. Consumers will sit up and see through it all. Marketers need to be more sensitive than this. Marketers will be seen as vultures who wait to swoop. And that's not a positive image to hold,” he shares. Past initiatives Joy, even in the past, has taken quite an unconventional path with its advertising. It had chosen a comedian -- Bharti Singh, to be its brand endorser and this time, Joy has ventured into an unusual category altogether that aims to break the stereotypes surrounding physical beauty. Sharing the brand credo and idea behind this path, Roy explained, “We don’t try to be different, we just like doing things differently. Getting Bharti on-board was for a similar purpose. When we want to have a strong point-of-view on beauty as a brand, our first step should be to internalise that. Taking her as a brand ambassador and not merely using it as a gimmick, was the right thing to do.”

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