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Easy launches Easy Wax for hair removal in Egypt and the Arab markets

Posted Tue 16 Aug 2011 04:54:30 pm in News, Beauty & Style | By News Desk

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Asser Salamah, CEO, Easy

August 16, 2011

Easy, the group of companies specialized in the provision of high-quality cosmetic and healthcare products in the Middle East, yesterday (Sunday, August 14, 2011) launched Easy Wax, a hair removal lotion, in the Egyptian market, as the company continues to capitalise on the rapid growth in demand for hair removal products estimated at 3 per cent annually. The move likewise sustains the group's success last year in launching a series of new products that have received strong market performance in the Middle East and Africa.

Easy Wax is a 100 per cent natural formula that is specifically designed to suit all skin types, including very sensitive skin, as it is fragrance-free and a composite of high-purity raw materials extracted from pine trees, in addition to natural beeswax, which makes the skin appear smoother and moisturized. The new product has many competitive advantages, including ease of use, and the speed and efficiency in the removal of short hair from the roots without any effects, giving a long-lasting smoothness for up to four weeks.

“The launch of ‘Easy Wax’ is an important addition to our ‘Easy” product line, which has been renowned to satisfy the requirements of our growing customer base in the Middle East and Africa. This new product is developed and manufactured using to the latest Italian technologies in line with our strategy aiming to deliver optimum results at competitive prices as we aim to reach out to more customers without compromising on product quality and excellence, which remain fundamental pillars in our strategy to further strengthen Easy’s reputation as an Egyptian company specialized in providing premium-quality products,” said Asser Salamah, CEO, Easy.

“We are pleased to launch ‘Easy Wax’ in Egypt, which has always been one of our biggest markets in the region,” Salamah added. “We reaffirm our continuing commitment to maintain the highest standards of quality by choosing the best raw materials and the most advanced technologies and equipment to develop health and beauty products that meet the needs of our target markets. We are confident that this new product will further enhance our customer satisfaction ratings in Egypt, as well as in the Middle East and Africa. Easy Wax also enables us to seize new growth opportunities and maintain our leading position in the hair removal market, where we currently have a 36 per cent share through our renowned brand ‘Easy Sweet’.”

Headquartered in Egypt, Easy has the largest production capacity for natural hair removal and wet wipe products in the Middle East and Africa. Easy is also renowned for its aggressive investment on research and development, enabling the company to develop distinctively new and innovative healthcare and beauty products that are widely recognized for their premium quality and competitive price.

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