March 02 2016, 14.06 PM IST || Pocket News Alert
Dubai, UAE, 2 March, 2016 – Vatika Naturals a leading hair care brand in the region has further strengthened its hair care range in the Middle East with the launch of Vatika Leave On Hair Cream. The new product line, featuring the three variants of ‘Damage Repair,’ ‘Shine Enhance,’ and ‘Anti Frizz,’ is specially formulated as a post-wash hair styling product that forms a protective layer on hair cuticles to shield them from any external damages. The cream’s gentle and revolutionary formula conditions and smoothens hair to ensure great styling that lasts all day long.
The Middle East’s hair styling segment has registered a sharp growth in the last couple of years with research indicating that women have been using styling products with higher frequency than before. In response to this, the House of Vatika has introduced its Leave on Cream as a simple, easy, and quick solution for superior styling along with nourishing care. It is formulated for women in the region who often complain of damaged, undernourished and weak hair due to prolonged exposure to the Middle Eastern sun as well as constant use of heat and styling treatments such as blow drying, straightening, curling and other chemical products such as hair colour and dyes.
Enriched with herbal extracts of egg, coconut and honey, the ‘Damage Repair’ variant works instantly to treat undernourished and weak hair to provide an all-day conditioning effect for effortless styling. ‘Shine Enhance,’ on the other hand, is fortified with extracts of aloe vera, henna and yoghurt that soften dry and dull hair by forming a smooth coating on hair stands to give them a velvety shine. Lastly, the ‘Anti Frizz’ variety is infused with natural extracts of olive, honey and henna that effectively reduce frizz and provide intensive moisture protection for strong and healthy hair making them more manageable.
Vivek Dhir, Chief Marketing Officer, Dabur International, said: “Women in the Middle East have often complained that their hair feels weak and undernourished due to excessive exposure to heat, their scalp is dry because of frequent washing, and humidity makes their hair frizzy and unmanageable. Dabur International has introduced Vatika Leave On Hair Cream in three different variants of ‘Damage Repair,’ ‘Shine Enhance,’ and ‘Anti Frizz’ to address these problems and fill the market gap for a natural hair styling product. Its non-sticky, non-greasy formula does not weigh down the hair keeping them light and free flowing. The hair styling segment is rapidly growing in the region and Vatika’s new range is expected to become a highly preferred choice for consumers because of its instant nourishing and styling effect.”
Vatika Leave On Hair Cream is applied to post-wash, towel-dried hair before using a blow dryer or any styling equipment. An appropriate amount of cream is taken and rubbed on hair from root to tip and then combed to ensure even distribution of the styling cream.
Dabur International, a wholly owned subsidiary of Dabur India, has an overall turnover of over USD 1.3 billion and a market capitalization of around USD 8 billion. Dabur’s International Business Division headquartered in Dubai is the cornerstone of its growth strategy, reaching a milestone of AED 1 billion within only eight years of its existence.
