With the new positioning statement, ‘Har Roz Handsome Code,’ the brand aims to provide men with grooming solutions that enhance both their confidence and personality
After two decades since its introduction in 2005, Emami has rebranded its legacy brand Fair and Handsome as Smart and Handsome. With a fresh identity for its men’s brand, the company embraces the cultural shift towards more holistic grooming practices. Emami has roped in Kartik Aaryan as the new brand ambassador for the same.
With the new positioning statement, ‘Har Roz Handsome Code,’ the brand aims to provide men with grooming solutions that enhance both their confidence and personality. The company added that consumers are increasingly open to multiple new-age product formats and solutions that can help achieve and maintain best versions of their own skin.
“We see a tremendous opportunity to address a broader spectrum of grooming needs for today’s dynamic young men. The rebranding from Fair And Handsome to Smart And Handsome is a strategic decision driven by consumer insights that highlight a shift towards individuality, diversity, and confidence focusing on natural skin health among today’s young men,” stated Mohan Goenka, Vice Chairman and Wholetime Director, Emami.
The company added that with India’s male grooming market estimated to be around Rs 18,000 crore in 2024, this shift reflects changing behaviour where men are increasingly investing in products that enhance their confidence. The decision to rebrand is rooted in extensive consumer research, which highlights that today’s men are looking for products that address multiple grooming concerns such as hydration, oil control, and overall skin health.
The rebranding campaign, starring Kartik Aaryan, will begin in mid-January and will include television, digital, and social media activations, as per the company’s statement.
The trend of brands changing the names of their flagship products is not a new phenomenon as major players in the fast-moving consumer goods (FMCG) industry have been criticised for using the word ‘fair’ in their products. In 2020, Hindustan Unilever or HUL rebranded its skincare brand ‘Fair and Lovely’ to ‘Glow and Lovely’.
The company stated that it was taking a more inclusive vision of positive beauty while introducing the new name. It also added that the men’s range will be called ‘Glow and Handsome’.
