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Emami Launches men's face wash

Posted on Mar 05 2014 | IBNS

Kolkata, Mar 5 : Indian FMCG major Emami Ltd., recently launched the first brand extension from the Fair and Handsome stable - the Fair and Handsome Instant Fairness Face wash, powered by - ActiFair Peptide, a patented peptide, created through a breakthrough formula, here.

Emami noted that the scientifically advanced formula of ActiFair Peptide with its cleansers effectively removes dirt and excessive oils, leaving back a squeaky clean visibly brighter look.

ActiFair Peptide, has been specially formulated to ensure that the tough and thick male skin gets thoroughly cleansed, the company noted.

The turbo action skin conditioning system moisturizes the skin, ensuring that it does not leave the face feeling dry and taut.

The face wash also offers a refreshing and cooling sensation, which helps to feel energized every morning and evening, Emami said.

With the launch of Fair and Handsome Instant Fairness Face Wash, the Rs. 200 Cr Fair and Handsome portfolio, which until now was solely driven by the first and number one fairness cream for men in the world, is expected to receive a shot-in-the-arm with incremental sales of 10 percent.

Speaking on the occasion of the launch, Mohan Goenka, Director, Emami Ltd said, "Major Men's face wash brands in the category totals to approx. Rs.117 crores with a 42 percent growth rate year on year."

Goenka said, "This reflects the vast potential of the segment. Approximately 85 percent of Face Wash sales come from urban India with the Top 6 metros contributing to the 30 percent of the Men's Face Wash market."

He said, "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 Washâ„¢ would also strengthen our presence in the burgeoning men's grooming category, with a substantial increase of 10-15pc in our A and M spend for the brand."

Riding on the brand equity of its endorser Shah Rukh Khan, the Fair and Handsome Fairness cream have had a numerous uno run with market share volume clocking in at 63 percent of a staggering Rs 330 crore segment among the major brands in Men's Fairness, during the last quarter.

The newly launched face wash is expected to grow strength by strength to flank the fairness cream strongholds with a healthy growth.

Emami said that the launch of the new Fair and Handsome Instant Fairness Face wash would be supported by a 360 degree integrated communication.

A product centric campaign with an animated commercial for Men who want 'Zyada se bhi Zyada' will go on air by mid of March, 2014.

Developed by Situations Advertising, the new TVC has been directed by internationally acclaimed ad maker Shyam Ramanna from Bangkok.

The campaign would be supplemented by a formidable modern trade and point of sales approach to connect with customers nationally, along with Print, Outdoor and Digital promotions.

The brand pack comprises of a refreshing blue color scheme, ensuring shelf visibility, a premium pack with metallic laminate and a metalized flip top cap.

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