Kolkata-based hair care and skin care company Joy Cosmetics has appointed Bangalore agency, Happy Creative Services, to oversee its marketing activities.

Following a multi-agency creative pitch, Happy Creative Services was awarded the Rs 50 crore contract (US$7,900,000).

Joy Cosmetics’ product portfolio consists of face wash, face scrubs, face packs, lotions and shampoos. Its retail footprint includes trade outlets across 23 Indian states with Rajasthan, Madhya Pradesh and Uttar Pradesh as the strongest markets for the brand. Joy Cosmetics products are also sold in Nepal, Bangladesh, Pakistan, Afghanistan, Sri Lanka, the Middle East and Africa. 

Commenting on the partnership with Happy, Poulomi Roy, Head of Marketing at Joy Cosmetics, commented, “The personal care market in India is still at a nascent stage compared to the developed countries and there is ample growth opportunity in the years to come. Joy, perhaps being one of the very few Indian companies that is purely into the personal care space, is here to stay as a prominent player. Keeping this objective in mind, 2015-16 is a crucial year for the company; some strategic alignments have taken place within the organisation and also with our partners, having Happy on board is a part of this process. We believe the young energetic team of Happy will play a vital role to help brand Joy achieve its defined milestone.”

Kartik Iyer, CEO and Co-Founder, Happy Creative Services, added, “It’s an honour to be chosen by a brand like Joy Cosmetics. The fact that they were open-minded about working with an agency based in another city itself proves that they are a forward thinking organisation. We look forward to breaking some category codes and giving birth to a fresh new brand in the personal care space. And if you haven’t cracked the Happy-Joy joke yet, we already have!”