Top Story

e4m_logo.png

Home >> Marketing >> Article

Emami fairness cream for men

16-June-2005
Font Size   16
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

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at News18.com, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.