TWENTY YEARS AFTER launching the country's first men's fairness cream brand Fair & Handsome, consumer goods company Emami on Thursday said it was relaunching the product as Smart & Handsome to reflect changing needs.
The company will spend ₹15 crore over the next two months in a 360-degree rebranding exercise, launch new products across face, skin, body and beard care as well as fragrances and target a turnover of ₹1,000 crore over the next 3-4 years. Actor Kartik Aaryan will be the new face of the brand.
The move to relaunch Fair & Handsome comes over four years after most rivals such as Hindustan Unilever (HUL), Nivea and Garnier dropped the 'fairness' name from their whitening creams in response to online criticism of the same.
This story is from the January 10, 2025 edition of Financial Express Bengaluru.
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This story is from the January 10, 2025 edition of Financial Express Bengaluru.
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