Emami Ltd has unveiled a major overhaul for its men’s grooming brand, Fair And Handsome, which is now rebranded as Smart And Handsome. To spearhead this new chapter, Bollywood actor Kartik Aaryan has been roped in as the brand’s ambassador.
The revamped brand identity, under the new tagline “Har Roz Handsome Code,” reflects the company’s commitment to providing effective grooming solutions that help men feel confident and enhance their overall personality.
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The new positioning focuses on a more holistic approach to male grooming, aiming to cater to face, body, and hair care needs. According to Mohan Goenka, Vice Chairman of Emami Ltd, the company sees a significant opportunity to address the evolving grooming preferences of modern, young men. The rebranding from Fair And Handsome to Smart And Handsome is based on deep consumer insights that reveal a shift in what today’s men want—products that reflect individuality, confidence, and natural skin health.
This transformation is a strategic move, tapping into a growing demand for versatile, all-encompassing grooming solutions. Young men are increasingly looking for products that not only address traditional concerns like hydration and oil control but also promote overall skin health.
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With these shifting expectations, Emami aims to position Smart And Handsome as a one-stop grooming solution that resonates with the dynamic needs of the millennial and Gen Z demographic.
