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2 November 2015 – Dabur Egypt Limited, a company with a legacy of making health and personal care products in Egypt, has announced the local launch of its new ‘Hobby’ brand of hair and skin care products. The move is in line with the company’s expansion strategies for strengthening its presence and increasing its market share in the North African countries. After being successfully launched in 55 countries around the world, the Hobby range of products is finally introduced to the Egyptian Market to join its growing portfolio of popular brands such as Dabur Amla, Vatika, and Miswak. The Hobby range of products includes shampoos, hair gels, and skin care creams that are particularly manufactured using natural ingredients to suit Egypt’s climatic conditions. The Hobby Shampoo range is a special formulation of natural oils and flower extracts that nourishes, revitalizes, softens and strengthens hair from root to tip to support healthy growth. Hobby Shampoo is available in five variants of Nettle Extract for Normal Hair, Green Tree Extract for Oily Hair, Olive Extract for Anti-Dandruff, Argan & Camomile Extract for Dry & Damaged Hair, and Rose Extract & UV Filter for Color Protection and Brightness. The Hobby Energy Mineral Complex Hair Gel, on the other hand, provides protection, moisturization and nourishment for men’s hair along with its effective hair styling ingredients. A special formula that is enriched with pro-vitamin B5 for natural shine and good health, the gel is residue- and alcohol-free and easy to wash off. It is available in four varieties of Wet Look for a special wet hair effect for 24 hours; Wet & Strong for extra strong hold and wet appearance all day long; Stronghold for long-lasting hold; and Extra Strong for firm, structured hair throughout the day. Lastly, Hobby Skin Care Cream is formulated with unique ingredients and fragrance to nourish the skin to maintain a smooth appearance and silk-like softness. An effective moisturizer that is quickly absorbed, it is available in five variants that suit all skin care needs. Hobby Soft Cream is fortified with multi-vitamins and herbal extracts to revitalize and moisturize skin and guard against external factors all through the day. Hobby Olive Oil Extract Body Cream is concentrated with olive oil to maintain the elasticity of the skin and provides intensive care to dry and damaged skin. The intensive formula of Hobby Glycerin Cream is highly effective for dry and chapped skin while Hobby Pomegranate Extract Face & Body Cream maintains smooth, soft and healthy skin. Finally, Hobby Blackberry & Yoghurt Extract Hand Face & Body Cream provides thorough moisturizing for a silky texture. Moheb Kaiser, Marketing Head at Dabur Egypt said: “We aim to extend our market presence in Egypt by providing all-new products in personal and beauty care to local consumers. The launch of the famous Hobby brand not only reinforces Dabur Egypt’s vision but also increases its revenue base; the company already accounts for a huge market share with its popular products. Manufactured with natural ingredients, the new product range offers complete skin and hair care solutions and suits the climate needs of Egypt. We are confident that Hobby products will receive overwhelming response similar to our other bands such as Dabur Amla and Vatika.” Dabur Egypt Ltd. is established in Egypt in 1996 and it’s a subsidiary of Dabur International Group. It provides natural health and personal care products, including hair oils, shampoo, skin and oral care products. The company also has a strong presence in neighboring regional markets such as Morocco and other countries in Central Africa. Dabur International’s Middle Eastern campaigns feature prominent Arab celebrities such as Dina Hayek, Dorra Zarouk, Melissa, Razan Maghraby, Maria Nalbandian, Mai Saleem, Huda Hadad, and many more. Hobby founded as family company in 1974. Hobby Cosmetic entered Personal Care market with cream and lotions. Then it began to operate at many main personal care categories like hair styling, liquid soap and shampoo. Hobbies creates brand awareness in the local market since its inception. Hobby Cosmetics exports to over 40 countries. Hobby purchased in 2010 by Dabur International.
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