June 27, 2013: Who does not remember Fair and Handsome brand, the first brand in the men fairness cream segment which is presently valued at Rs.1,700 crore. The brand which went through a lull phase because of intense competition is now getting a face lift. Emami has relaunched the brand with its brand ambassador Shah Rukh Khan.
Speaking on the occassion of the relaunch of Fair and Handsome, Mohan Goenka, Director, Emami said “When we launched Fair and Handsome in 2005, then almost 30% of fairness cream consumers were males and no product was available. Latest consumer insight reveals men’s fairness category has evolved and men want more from fairness products.”
With the relaunch of Fair and Handsome, Emami expects its market share to grow in this category from 58 per cent to 65 per cent. The new Fair and Handsome promises more benefits to male users whose requirement from a fairness cream has changed over the years and has got new features like sweat control, dark spot reduction, sun protection and oil control apart from new packaging.