Emami eyes men’s fairness cream market

Tags: News
Emami, the BSE-listed Rs 1,700 crore homegrown FMCG company from the Rs 6,000 crore Emami Group stable, is set to re-launch Fair & Handsome, market leader in the men’s fairness cream space, and re-position it with new TVC. It will also be a new product developed in collaboration with Actiogen, US. The Fair & Handsome brand had a numero uno run in FY 12-13 with a volume-wise share of 58 per cent of the Rs 329 crore men’s fairness market, top company officials said on Thursday.

“When we launched Fair & Handsome in 2005, the then consumer insight revealed that 30 per cent of fairness cream consumers were males. There was yearning for a men’s fairness cream, but no available option. It presented us with an opportunity to create a new category — men’s fairness in the existing fairness cream space,” said Mohan Goenka, director, Emami.

But he points out to recent researches conducted, which reveals that the men’s fairness category has evolved and men want more from fairness products. “The result is our advanced formulations in the new product,” said Goenka adding that “With the launch of the new Fair & Handsome, we aim to capture a sizeable market share in the booming men’s grooming product category,” he added.

The re-launch will re-position the product as a one-stop solution for not just enhancing fairness but also delivering additional benefits like oil control, sun protection, dark spot reduction and sweat control.

The new television commercial, developed by Situations Advertising and produced by Raj Kumar Hirani’s Canvas Films, has been directed by Shakun Batra of Ek Main aur Ekk Tu fame. The advertisement, featuring the brand ambassador Shah Rukh Khan, will go on air early July.

The nation-wide TV campaign would be supplemented by modern trade and point-of-sales approach to connect with customers nationally, as well as print, outdoor and digital promotions, Goenka said.

ritwikmukherjee@mydigitalfc.com

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