Emami Rebrands Fair And Handsome as Smart And Handsome

In a bold move marking a new era for men’s grooming, Emami Ltd has unveiled the rebranding of its iconic product, Fair And Handsome, to Smart And Handsome. This transformation, after nearly two decades since the brand’s inception in 2005, signifies a shift towards holistic male grooming, aligning with modern trends and consumer preferences.

Bollywood actor Kartik Aaryan has been named the new brand ambassador, embodying the ethos of the reimagined brand with his charisma and style. The rebranding reflects Emami’s commitment to offering men comprehensive grooming solutions for skin, body, and hair care under the tagline, “Har Roz Handsome Code”.

A New Identity for Modern Men

The refreshed branding responds to evolving grooming habits, with younger men increasingly prioritizing skin health, hydration, and confidence. The packaging will include the message “Fair And Handsome is now Smart And Handsome” to maintain brand familiarity during the transition.

Mohan Goenka, Vice Chairman and Wholetime Director at Emami Ltd, shared insights about the strategic change:

“The rebranding is driven by consumer insights reflecting a shift towards individuality, diversity, and natural skin health. With new product launches and Kartik Aaryan as the face of the brand, we aim to solidify our leadership in the male grooming market.”

Kartik Aaryan Joins the Emami Family

Expressing his enthusiasm, Kartik Aaryan stated:

“Grooming today is about more than appearances; it’s about confidence and individuality. Smart And Handsome resonates deeply with this philosophy, and I’m thrilled to be part of this journey.”

The rebranding campaign, set to launch mid-January, will leverage television, digital, and social media platforms to connect with its audience. With India’s male grooming market projected at ₹18,000 crores in 2024, Emami aims to expand its presence and cater to the diverse needs of today’s men.