Emami Limited, an IndianFMCG company, has rebranded its male grooming products line, formerly known as Fair and Handsome, to Smart and Handsome. The new brand is aimed at tapping the growing market for male grooming products, which is expected to witness significant growth in the coming years. The company has partnered with actor Kartik Aryan to promote the new brand.
Emami’s decision to rebrand Fair and Handsome to Smart and Handsome is seen as a strategic move to tap into the growing interest in male grooming products, which is expected to reach a market size of Rs 1,000 crore in the next three to four years, as per company estimates. The rebranding exercise is aimed at repositioning the brand as a smart and innovative solution for men who want to look good and feel confident.
The new brand, Smart and Handsome, is marketed as a unique and differentiated product that offers a range of products that cater to the needs of modern, fashion-conscious men. The brand’s tagline, “Har roj handsome code with Smart and Handsome,” emphasizes the idea that the products can help men feel confident and handsome every day.
The partnership with actor Kartik Aryan is expected to help increase brand visibility and appeal to a younger demographic. Kartik Aryan, who is popular among the youth, has been associated with the brand and will feature in the advertising campaigns.
The rebranding exercise is expected to expand Emami’s presence in the male grooming segment, which is seen as a significant growth area for the company. The company has a strong presence in the Indian market and is looking to leverage its expertise to tap into the growing demand for male grooming products. With the rebranding, Emami is looking to position itself as a leader in the male grooming segment and become a go-to brand for men who want to look good and feel confident.