Emami Ltd has launched a bold new identity for its iconic men’s grooming brand, Fair And Handsome, rebranded as Smart And Handsome. This transformation marks a significant milestone in the brand’s journey, signaling its evolution into a comprehensive male grooming solution. Bollywood star Kartik Aaryan has been introduced as the brand ambassador, bringing youthful energy and style to the campaign.
The rebranding reflects shifting consumer preferences toward holistic grooming that prioritizes skin health and individuality. With the tagline “Har Roz Handsome Code,” the brand aims to empower young men with effective grooming solutions for face, body, and hair. The refreshed packaging bridges familiarity by stating, “Fair And Handsome is now Smart And Handsome.”
Guwahati, known for its robust demand for personal care products, is expected to embrace the new identity enthusiastically. Local distributors anticipate a surge in sales as consumers align with the brand’s focus on confidence and wellness.“With Kartik Aaryan as the face of Smart And Handsome, we aim to strengthen our connection with young men in urban and emerging markets,” said Mohan Goenka, Vice Chairman of Emami Ltd. The campaign launches mid-January across TV, digital, and social media platforms. India’s male grooming market, estimated at ₹18,000 crore in 2024, is poised for growth, with Smart And Handsome leading the charge in redefining modern grooming.