Emami, a popular Indian personal care company, has announced the rebranding of its men’s grooming brand, “Fair and Handsome”, to “Smart and Handsome”. The move is aimed at aligning the brand with changing consumer preferences and its expanded offerings in skincare, haircare, and body care. The rebranding shift marks a departure from the brand’s earlier focus on “fairness”, instead emphasizing comprehensive solutions for men’s grooming needs.
The new “Smart and Handsome” identity is designed to conform to the growing trend of men prioritizing natural skin health and overall self-care. The brand’s senior general manager, Sakshi Jha, explained that the decision was guided by extensive research, which revealed that today’s men are looking for products that address their grooming concerns, such as hydration, oil control, and overall skin health.
The rebranding is expected to enable Emami to expand into new categories, including hair care, deodorants, serums, and beard grooming, as well as introduce products like face wash, sunscreen, and lip care for men. The new brand identity features a slogan, “Har Roz Handsome Code”, representing confidence, wellness, and a holistic approach to grooming.
To promote the rebranding, Emami has launched a campaign featuring Bollywood actor Kartik Aryan as the new ambassador for the Smart and Handsome brand. The company has also allocated a budget of ₹15 crores for the rebranding exercise, which will cover brand messaging across TV, digital, and regional media, as well as marketing outreach programs in 48 colleges across 17 Indian cities.
The rebranding exercise coincides with legal scrutiny over misleading advertising claims made by Emami for “Fair and Handsome”, but the company denies any connection between the two. The rebranding may, however, serve as a way to modernize the brand’s image and mitigate the negative effects of the legal issues.