Emami, the Kolkata-based cosmetics and personal care products company, has launched ‘Fair and Handsome’, a fairness cream for men, which has been developed after intensive research and contains specially developed ingredients to work effectively on men’s skin.
Probably the first of its kind, the company expects this brand to fulfill a latent consumer need in this specific segment, after all, looking good is no longer a prerogative for the fairer sex. More and more men are going in for beauty treatments and exclusive parlours catering to only mens’ beauty related problems. A research conducted by the Media Research Users Council (MRUC) shows that actually 30 per cent users of fairness creams in India are men.
Mohan Goenka, Director, Emami, said, “We are confident that the male consumers’ growing image consciousness will fuel growth in the men’s grooming market in India.”
Fair and Handsome saw its first phase of launch in the South – Andhra Pradesh (Hyderabad), followed by Karnataka and Tamil Nadu. The rollout to other states will follow.
The Emami Group has been in the news recently with its signing on of Bollywood star Shah Rukh Khan as their brand ambassador for the youth segment. Their other well known brands are Boroplus, Navratan Hair Oil, Himani Fast Relief, Madhuri Dixit Range of beauty products.
The Indian fascination for fairer complexion down the ages is certainly good opportunity for marketers. While fairness and whitening creams for women, manufactured by both domestic and international companies, have been doing brisk business for years now, it’s time now to see how the ‘the tall, dark (nay, fair!) and handsome’ types take to it.