Emami Ltd has announced a major rebranding of its iconic men’s grooming brand, Fair And Handsome, to Smart And Handsome. This move reflects the brand’s commitment to adapting to changing consumer preferences and embracing a more holistic approach to male grooming. The new identity, “Har Roz Handsome Code,” emphasizes the importance of confidence, personality, and overall wellness, rather than just focusing on skin whitening. The brand aims to provide men with effective solutions for face, body, and hair care, addressing multiple grooming concerns such as hydration, oil control, and skin health.
To promote this new direction, Emami has partnered with Bollywood heartthrob Kartik Aaryan as the new brand ambassador. Aaryan’s youthful energy, style, and charisma align with the brand’s ethos of encouraging men to look and feel their best every day. The association is expected to strengthen the brand’s connection with its young male target audience across urban and emerging markets.
According to Mr. Mohan Goenka, Vice Chairman and Wholetime Director of Emami Ltd, the rebranding decision was driven by consumer insights that highlight a shift towards individuality, diversity, and confidence focusing on natural skin health among today’s young men. With exciting new product launches on the horizon, the company is confident that the refreshed identity as Smart And Handsome will solidify its leadership in the evolving male grooming market.
Kartik Aaryan expressed his enthusiasm for the partnership, stating that grooming today goes beyond appearances and is about confidence, individuality, and self-expression. The brand’s vision of holistic grooming resonates deeply with him, offering modern men effective and inclusive solutions that empower them to be their best selves.
The rebranding campaign, starring Kartik Aaryan, will launch in mid-January and will include television, digital, and social media activations. The refreshed packaging will feature the message “Fair And Handsome is now Smart And Handsome,” ensuring a seamless transition and reinforcing familiarity and trust with consumers. With India’s male grooming market estimated to be around ₹18,000 crores in 2024, Emami is poised to capitalize on this growing trend and establish Smart And Handsome as a leading comprehensive grooming solution.