Emami Ltd has proudly announced a fresh new identity for its iconic men’s brand, Fair And Handsome, now rebranded as Smart And Handsome with Bollywood’s heartthrob Kartik Aaryan as its new brand ambassador. This significant transformation marks a bold step forward, reflecting the brand’s leadership in the male grooming market for nearly two decades and embracing the cultural shift towards more holistic grooming practices.
With changing consumer preferences, today’s young men are prioritizing skin health and overall wellness, and Smart And Handsome is ready to meet their evolving needs. The new positioning statement, “Har Roz Handsome Code,” captures the brand’s commitment to providing men with grooming solutions that enhance both their confidence and personality.
For a seamless rebranding transition, the new packaging will prominently feature the message, “Fair And Handsome is now Smart And Handsome,” reinforcing familiarity and trust with the consumers. “We see a tremendous opportunity to address a broader spectrum of grooming needs for today’s dynamic young men,” said, Mr. Mohan Goenka, Vice Chairman and Wholetime Director, Emami Ltd. Kartik Aaryan expressed his enthusiasm for the partnership: “I’m truly excited to join the Emami family as the face of Smart And Handsome.”
