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Emami's new one from the'Fair and Handsome' stables

By VJ Media Bureau | Vjmedia Works | March 10, 2014

The brand aims to consolidate its dominant position in the men's grooming market and expects to capture 8% of Men's Face Wash by value market share in the next one year.

Emami Ltd, the Rs. 1,700 crore homegrown FMCG major in India, has launched the first brand extension from the Fair and Handsome stable—Fair and Handsome Instant Fairness Face -- wash powered by ActiFair Peptide, a patented peptide, created through a breakthrough formula. With the launch of Fair and Handsome Instant Fairness Face Wash, the Fair and Handsome Rs 200 crore portfolio, is expected to receive a shot-in-the-arm with incremental sales of 10%.
 
Speaking on the occasion of the launch, Mohan Goenka, Director, Emami Ltd said, "Major Men's face wash brands in the category totals to approximately Rs.117 crore with a 42% growth rate year on year. This reflects the vast potential of the segment.  Approximately 85% of Face Wash sales come from urban India with the Top 6 metros contributing to the 30% of the Men's Face Wash market. Fair and Handsome Instant Fairness Face wash is poised to focus more on urban male in the age group of 15-35 years who are ambitious, socially active - both online and offline, wants to look good and brand conscious. The launch of Fair and Handsome Instant Fairness Face Wash would also strengthen our presence in the burgeoning men's grooming category, with a substantial increase of 10-15% in our A&M spend for the brand.”
 
Riding on the brand equity of its endorser Shah Rukh Khan, the Fair and Handsome Fairness cream has had a numero uno run with market share volume clocking in at 63% of a staggering Rs 330 crore segment among the major brands in Men's Fairness during the last quarter. The launch of the new Fair & Handsome Instant Fairness Face wash would be supported by a 360 degree integrated communication.
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