Emami, the consumer goods company known for brands like Zandu and Navratna, has announced a significant rebranding of its male grooming brand. “Fair & Handsome,” introduced in 2004, will now be known as “Smart & Handsome.” This strategic shift aims to capitalize on the burgeoning Indian male grooming market, projected to reach INR 32,000 crore in the coming years.The rebranding reflects a growing emphasis on individuality and diversity among young men, moving away from a sole focus on fairness.
Mohan Goenka, Vice Chairman and Wholetime Director at Emami said, “Nobody wants to stick to a INR 700 crore market when there is a market of INR 32,000 crore,” stated . “The needs have become wider now. Today, male consumers are using five products daily on average,” he added.
This move aligns with changing consumer preferences in the beauty and personal care sector. Consumers are increasingly embracing a wider range of products, including serums, face masks, and other grooming essentials, beyond traditional face creams and deodorants. Emami plans to leverage this rebranding to introduce a wider range of products under the “Smart & Handsome” umbrella, including face care, body care, and hair care solutions. Actor Kartik Aaryan has been appointed as the brand ambassador for the revamped brand.
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This rebranding follows a similar move by Hindustan Unilever, which renamed its “Fair & Lovely” skin-lightening cream to “Glow & Lovely” in 2020 to promote a more inclusive vision of beauty.
Emami also owns The Man Company, a premium male grooming brand acquired in 2022, which contributes significantly to its grooming portfolio. With these strategic moves, Emami aims to solidify its position in the rapidly evolving Indian male grooming market and capitalize on the significant growth potential within this sector.
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About Emami’s Smart & Handsome
Smart and Handsome is a men’s grooming brand by Emami Ltd., formerly known as Fair and Handsome. It offers a range of skincare and hair care products designed to meet the specific needs of men. The brand focuses on providing effective solutions for common male skin concerns like oiliness, acne, and dullness. Smart and Handsome products are formulated with a blend of natural and scientific ingredients, aiming to deliver visible results and boost confidence.
