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Henna Today, Gone Tomorrow...

Asda launches BOLLYshop Henna Body Decorations in a supermarket first

East literally meets West this week at Asda. As the traditional wedding season arrives, Asda customers can now plan an authentic ‘monsoon wedding’ as it becomes the first supermarket retailer to sell removable henna-style body decorations. The traditional semi-permanent henna bodypaint used in many Asian weddings, has now been given a twenty-first century make-over following a growing interest across the UK in Bollywood beauty.

According to Asda research, 38%* of female customers said they are always looking for fresh beauty ideas whilst the supermarket’s ethnic range has grown by 41% in the last year. The retailer believes that the new found popularity of traditional Asian beauty techniques such as eyebrow threading, recent Asian weddings in films and programmes like Eastenders as well as celebrity fans of henna designs including Madonna and Angelina Jolie has awakened an interest from non-Asian beauty fans whilst its Asian customers want easier access to traditional fashion and beauty accessories. All body tattoos stocked at Asda are transferable ‘wash off’ decorations, meaning customers can easily create the look without the hassle of semi permanent henna dye.

Noor Ali, Emerging Markets Buyer at Asda comments, “Now it’s not just Hollywood that we’re getting our beauty inspiration from; our customers are looking East for fresh ideas through fashion and film. After launching both Asian-style dresses and Bollywood films earlier in the year, this is another quality product which customers are asking for.”

Noor commented, “These body decorations are a fun, quirky and low maintenance way to stand out from the crowd, providing customers with the same expressive detail of traditional henna tattoos in a jiffy. They’re the perfect accessory whether it’s a night out with the girls, a family wedding or festival fun – washing off in a flash – these decorations enable you to go back into the office on Monday morning without the remains of traditional henna tattoos which can last a week.”

Additionally, 62% of Asda customers have said they would love to have a tattoo however they wouldn’t get one in case their taste changed.

The BOLLYshop Henna Body Decorations are available in 15 Asda stores across the UK and are priced at £3 each. Customers can find patterns which will fit all over the body including arms, legs, back, hands and feet.

Asda’s BOLLYshop H&B range includes:

  • Bolly Bindi 2pk
  • Bolly Bindi
  • Bolly Hand Art – Pink
  • Bolly Hand Art – Orange
  • Bolly Hand Art – Green
  • Bolly Foot Art
  • Bolly Pendant
  • Bolly Henna Hand Set 2pk
  • Bolly Henna Hand
  • Bolly Water Transfer
  • Bolly Back Art
  • Bolly Hair Gems
Posted in Press Centre on 19 May 2010