Expanding their presence in the personal care segment and the men’s fairness market, homegrown major Emami has relaunched its Fair and Handsome cream with a new packaging, positioning and TVC. The product will see an advertising and marketing spend of 20 per cent of the total targeted sales of the brand for the current financial year. Shah Rukh Khan, will continue to be the brand ambassador and introduce the new product packaging. Mohan Goenka, Director, Emami, said, “With the launch of the new Fair and Handsome, we aim to capture a sizeable market share in the booming men’s grooming product category.” The size of the men’s fairness cream market in India is Rs 329 crore. The brand’s objective through this campaign is to strengthen the leadership position of the brand by aligning the premium quotient with the long-standing trust and value it has already achieved.
20 per cent targeted sales for the current financial yr.