REAL FAIRNESS FOR REAL MEN
Fair and Handsome, a result of Emami’s ‘Innovation initiative’, is a pioneer brand from the Emami group. The company was the first to foray into Men’s Fairness Category and today, 10 years after its launch, Fair And Handsome continues to be the No. 1 Men’s Fairness Cream Brand in India. Emami Limited, the flagship company of the Emami group, is one of the leading and fastest growing personal and healthcare businesses in India. Established in 1974, today Emami has a portfolio of over 250 products with operations across 60 countries including GCC, Europe, Africa, CIS countries and SAARC.
Going by the statistics, men had the need to look fair, but did not have a product tailored to deliver on their unique skin needs: Men’s Fairness creams had a big untapped market in India and even in neighbouring countries. The cream was a first-of-its-kind attempt in the market, and a systematic effort was put out in its promotion, carpet coverage and advertisements by talking about the need for a product. In a bold leadership stance right at launch, the price of Fair And Handsome was kept above the well-established market leader in the category. Large scale campaigns were launched over a period of time to appeal to the psyche of men. Shah Rukh Khan has been the Brand Ambassador since 2007, building aspiration for the Brand. According to a report by AC Nielsen, Emami Fair and Handsome continues to dominate the Men’s Fairness Cream category with a market share (volume) of over 60%.
Fair And Handsome is seen as an innovator. It successfully created the category of Men’s Fairness Creams. Even today, Fair And Handsome is seen as a brand that understands men’s skin needs better than competition. The brand has a larger-than-life aspirational imagery that consumers look up to, both in urban and rural markets.
The Brand extended its strong equity in male grooming to the category of Face wash and launched Fair and Handsome Instant Fairness Face Wash in 2014.Within a year of launch, the Face wash has become the No.3 Player in the overall Men’s Face wash category. The success can be attributed to the sharpness of the extension and positioning. The brand has also taken aboard Hrithik Roshan to join the company of Shah Rukh Khan as an ambassador for the Brand.
Last year, Fair And Handsome launched a Complete Winter Solution, a product that caters to all winter needs of men, while also providing fairness. The product has received a positive response from consumers.
The Brand enables men to look handsome. Fair And Handsome has a robust plan for the future-both in terms of existing products and new innovations. The Brand thinks BIG and plans BIGGER to be ahead of consumer needs through insight and foresight.<