Aims to consolidate its dominant position in the men’s grooming market
Chandigarh, 9th May, 2016: Emami Ltd, the FMCG major in India pioneered
the men’s fairness cream category with its face care innovation “Fair
and Handsome” fairness cream for men in 2005. The Company is all set to
once again relaunch the decade old popular brand as- the all new Fair and Handsome fairness cream with 5 Action Fairness System.
Fair
And Handsome’s deep understanding of men skin needs promises to help
the modern man to put their best face forward. Valuing the conscious and
discerning TG, the new Fair And Handsome Fairness Cream is being
introduced in a smart product packaging with a chic color scheme that
gives an international look and feel along with more detailed
information about the product benefits on the product pack.
Developed with Deep Action Pro PeptideTM
, the new formulation of 5 Action Fairness System by Fair and Handsome
Fairness Cream penetrates up to 20 layers deep into men’s tough skin to
deliver 5 powerful actions that help men look Fair And Handsome in just
3 weeks. Fair and Handsome Fairness Cream is the perfect answer to
men’s skin needs which requires products especially meant for men since
their skin suffers from daily harsh effects of sun exposure and shaving
blades, besides it being 20% thicker than women’s skin. Further,
ordinary fairness cream tend to wash away faster due to sweat, making
the skin appear darker. This breakthrough formulation of the new FAH has unique Sweat Absorption Technology that helps to absorb excessive sweat, leaving the skin to feel& look sweat free and fresh for a longer time.
Speaking on the launch, Mr Mohan Goenka, Director, Emami Ltd
said, “As a category creator in 2005 with the launch Fair and Handsome –
men’s fairness cream needed to be ahead of the curve as the thought
leader. Given Men’s multiplicity of facial needs, the Brand through its
deep understanding and expertise on men skin needs, has developed a
unique 5 Action fairness system, that offers 5 benefits for tough male
skin. Targetted towards men in the age group of 18-24 years, who are in
the process of transition both personally and professionally and is
ready to take on the world, the new Fair and Handsome is a result of the
pioneering research by skin care experts from India and Australia.
The technologically advanced new Fair and Handsome cream offers multiple
skin benefits for a sweat-free and oil-free fresh look to today’s
discerning young consumers, who look for value addition in a product
beyond fairness.”
The
launch of the new Fair And Handsome Fairness Cream with 5 Action
Fairness System would be supported by a 360 degree integrated
communication. A new campaign highlighting the change goes on air in May
2016. Conceptualized and directed by Voxparables, the new TVC has
Shahrukh Khan talking about how an action packed life require need an
action packed fairness cream.
The
campaign would be supplemented by a formidable modern trade and point
of sales support to connect with customers nationally along with Print,
Outdoor and Digital promotions.
The
new Fair and Handsome Fairness Cream with 5 Action Fairness System is
available in pack sizes of 8, 15, 30 & 60 gm priced at Rs. 10, 25,
70 & 130 respectively.
Fair
And Handsome is the dominant market leader in the men’s fairness cream
with a 66% of market share by volume. The brand recently launched Fair
And Handsome Complete Winter Solution which is a winter fairness cream.
Fair And Handsome Instant Fairness face wash, another brand extension
that was launched in early 2014 is today one of the leading face wash
Brands in the men’s face wash category.
Emami:
(NSE: Emami Ltd, BSE: 531162) Emami Ltd, founded in 1974, is one of
India’s leading FMCG Companies engaged in manufacturing & marketing
of personal care & healthcare products.
With
over 300 diverse products, Emami’s portfolio includes trusted power
brands like Zandu, Boroplus, Navratna, Fair & Handsome, Mentho Plus,
Fast Relief and Sona Chandi Chyawanprash. In 2015, Emami Ltd acquired
controlling stake (66.67%) in Fravin Pty Ltd., an Australia based
Company with major strengths in R&D and manufacturing of natural and
organic personal care products. During the same year, the Company also
acquired the business of ‘Kesh King’ and forayed into the Ayurvedic
hair & scalp care segment. Emami products are available in over 4
million retail outlets across India through its network of 2900
distributors and its global footprint spans over 60 countries including
GCC, Europe, Africa, CIS countries & the SAARC.
Emami
has maintained a CAGR turnover of 16% over the last 5 years through its
consistent business performance. Emami focuses on aggressive
marketing powered by celebrity endorsements like Amitabh Bachchan, Shah
Rukh Khan, Hrithik Roshan, Kareena Kapoor Khan, Kangana Ranaut, Yami
Gautam, Juhi Chawla, Shruti Haasan, Bipasha Basu, Sonakshi Sinha,
Mahendra Singh Dhoni, Sourav Ganguly, Mary Kom, Saina Nehwal, Sushil
Kumar, Sania Mirza among others.
Emami Ltd is the flagship Company of the diversified Emami Group.