Emami Unveils Handsome New Identity for the Future of Men's Grooming

Business MInutes

Emami Ltd is proud to announce  a fresh new identity for its iconic men’s brand, Fair And Handsome, now rebranded as Smart And Handsome with Bollywood’s heartthrob Kartik Aaryan as its new brand ambassador. This significant transformation marks a bold step forward, reflecting the brand’s leadership in the male grooming market for nearly two decades and embracing the cultural shift towards more holistic grooming practices. With changing consumer preferences, today’s young men are prioritizing skin health and overall wellness, and Smart And Handsome is ready to meet their evolving needs. 


The new positioning statement, "Har Roz Handsome Code," captures the brand’s commitment to providing men with grooming solutions that enhance both their confidence and personality. It is not just about looking good but feeling confident in one's skin every day. The new identity emphasizes the brand’s holistic approach to male grooming—offering effective solutions for face, body, and hair care. 


For a seamless rebranding transition, the new packaging will prominently feature the message, "Fair And Handsome is now Smart And Handsome," reinforcing familiarity and trust with the consumers., we are confident that this refreshed identity as Smart And Handsome as a comprehensive grooming solution will further solidify our leadership in the evolving male grooming market,” said, Mr. Mohan Goenka, Vice Chairman and Wholetime Director, Emami Ltd.The refreshed packaging will act as a bridge to ensure consumer recognition and loyalty during this exciting transition. 

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