Top Story

e4m_logo.png

Home >> Marketing >> Article

Emami fairness cream for men

16-June-2005
Font Size   16
Share
Emami fairness cream for men

Kolkata-based Emami Limited, manufacturer of personal, beauty and health care products, has launched India’s first-ever fairness cream for men.

Called “Fair and Handsome”, the cream has been exclusively introduced in Andhra Pradesh, and based on the success of the product in the state, the Rs 320-crore FMCG major may consider launching it elsewhere in the country.

One of the reasons for the exclusive launch of the product in Andhra Pradesh is that male users account for 26 per cent of the state’s total fairness cream market worth Rs 80. In Tamil Nadu, the contribution of male users is 30 per cent and the market size for fairness creams is Rs 55 crore.

“So far, men have been using fairness creams meant for women. They, however, have a different kind of skin which makes the creams, that are basically for women, ineffective on them,” said Mohan Goenka, director, Emami Limited.

“We are, therefore, using peptide complex, a whitening ingredient that has been patented in the US. We have tied up with US-based Activor Corp for using this complex,” Goenka said.

The product is currently available in 7,000 outlets in the state and Emami is targeting to sell the product in 30,000 outlets in a month’s time.

The company has a media budget of Rs 2.5 crore for this. Commercials will be aired on local television channels from June 20. Emami is also trying to market the products at places like Hyderabad Central and Prasad’s besides at boys’ colleges and salons.

“The heightened consciousness of males with regard to their looks will fuel the growth in men’s grooming market in India. We are awaiting the response for this product in the state based on which we may launch more products for men in future,” he added.

The total fairness cream market in India is worth around Rs 820 crore and Emami is targeting to garner a market share of 20 per cent.

Tags

The popular channel from the Viacom18 ‘s umbrella MTV Indies, which aired music by independent artistes, was replaced by MTV Beats, a 24x7 Hindi music channel in 2016

Bhasin on the checks and balances of new IRS, methodology with new companies like Vedsur on board, interpreting the data and why it’s not fair to compare with previous data

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Over the last 12 years, Cadbury 5Star has entertained viewers bringing to them ‘lost’ antics of the iconic duo of Ramesh and Suresh

As the brand sets its gaze towards the future, it was a clear direction to amplify the very feeling of this ‘attachment'

We list a few important stories that you may have missed in the week gone by