In a bold move to redefine male grooming in India, Emami Ltd has rebranded its iconic product line, Fair and Handsome, as Smart And Handsome.
This evolution marks a significant milestone for the brand, which has been a staple in men’s skincare since its inception in 2005. Accompanying this transformation is the announcement of Bollywood star Kartik Aaryan as the new brand ambassador, bringing the tagline “Har Roz Handsome Code” to life.
The rebranding aligns with Emami’s vision to cater to the evolving needs of today’s men. Positioned as a complete grooming solution, Smart And Handsome expands its offerings to address skin, hair, and body care, emphasizing confidence and individuality over mere aesthetics. With a modern approach to grooming, the brand aims to empower men to feel good and look their best every day.
The transition to Smart And Handsome comes with revamped packaging that retains the legacy of Fair and Handsome while introducing a refreshed appeal. The updated design prominently states, “Fair And Handsome is now Smart And Handsome,” ensuring a smooth transition for loyal consumers while attracting a new audience.
This change reflects a broader shift in the market, where men are seeking multi-faceted grooming solutions. From hydration and oil control to enhanced skin health, the brand’s new direction resonates with the modern man’s desire for effective, all-in-one products.
Kartik Aaryan, known for his charm and relatability, perfectly embodies the spirit of Smart And Handsome. Expressing his excitement about the collaboration, Kartik said:
“Grooming today is about more than just appearances. It’s about self-expression and confidence. I’m thrilled to join Emami as the face of Smart And Handsome, a brand that resonates with modern men like me who value holistic grooming solutions.”
Mohan Goenka, Vice Chairman and Wholetime Director at Emami Ltd, emphasized the strategic importance of this rebranding:
“The decision to transform Fair And Handsome into Smart And Handsome stems from deep consumer insights. Today’s men prioritize individuality and confidence, focusing on natural and effective grooming solutions. This rebranding reflects their aspirations and sets the stage for exciting product launches that meet diverse needs. With Kartik Aaryan on board, we’re confident in strengthening our leadership in the rapidly growing male grooming market.”
India’s male grooming sector, estimated to reach ₹18,000 crore by 2024, is witnessing a surge in demand for innovative products. This rebranding places Smart And Handsome at the forefront of this evolution, offering a range of solutions designed to address modern concerns.
With its holistic approach, compelling new identity, and the star power of Kartik Aaryan, Smart And Handsome is poised to redefine the grooming game for men across India. Emami’s commitment to empowering individuals through confidence and effective products continues to set a benchmark in the industry
