Easy Care Fresh wipes and Easy Baby Care wipes feature safe, non-alcoholic cleansing agents to keep users fresh and clean anytime
Easy, a leading provider of high-quality and best-value health and beauty care products in the Middle East, has announced the recent launch of Easy Care Fresh wipes with new looks and variants and the new-look Easy Baby Care wipes, expanding the Easy Care line of products that cater to the growing number of health-conscious consumers in the Middle East. The products are part of a series of innovations and new offerings unveiled this year by Easy, which include the new looks of Easy Sweet, the Super clean disinfectant and the Disney wipes, which has made Easy the only company in the Middle East to secure a franchise for wet wipes production from Disney.
The Easy Care Fresh wipes contain safe cleansing and refreshing agents with non-alcoholic perfumes and feature three nature-inspired fragrances (Gardenia, Tropical and Marine). The wipes also come in four different sizes and can be used anytime and anywhere. The Easy Baby Care wipes have been developed with a special creamy lotion to protect babies from diaper rash and help maintain the baby's skin soft and healthy. The Easy Baby Care wipes, which come in three sizes, are ideal for use on the baby's full body after every diaper change to ensure that the baby is clean all the time.
Dr. Asser Salamah, CEO, Easy, said: "The launch of the new looks and variants of the Easy Care Fresh wipes and Easy Baby Care wipes is in line with Easy's aggressive expansion program in high-growth markets and key product categories in the Middle East. There has been a growing concern for the health and protection of people, especially families, all over the region and Easy is proactively involved in meeting the demands of these health-conscious consumers. Moreover, we have also partnered with Brand Union from England, the world's leading branding company, to ensure that we maintain excellent branding exposure and that we are able to satisfactorily communicate our core messages to our target audiences in the Middle East, Africa and Europe."
Amr Nada, General Manager, Easy, added: "Being a world-class business organisation that is responsible for introducing best-of-breed products in the market, Easy will never compromise on its commitment to quality and excellence, which remain as the main pillars of our growth strategy. We value quality as a continuing journey, not just a destination. In this regard, Easy continuously invests in acquiring best-quality raw materials as well as state-of-the-art Italian production equipment and technology to develop premium-quality health care and beauty products in the region."
Building on the successful launch of its new products this year, Easy has also announced that it will unveil new variants of its make-up removal, antiseptic and other products in 2011. Easy also revealed plans to further strengthen its expansion campaign in the Middle East, Africa as well as in Europe by opening new export markets and reinforcing its network of business partners in these regions.
Easy has the largest production capacity for natural hair removal and wet wipe products in the Middle East and Africa. Moreover, the company is also the market leader in both product categories in the Egyptian market. The opening of Easy's new factory in Borg Elarab will further expand the company's production capability and strengthen its status as the region's leading supplier of natural hair removal and wet wipe products.
Headquartered in Egypt, Easy is also renowned for its aggressive investment on research and development, enabling the company to develop distinctively new and innovative health care and beauty products that are widely recognised for their premium quality and competitive price.
-Ends-© Press Release 2010
