Emami Ltd has announced the rebranding of its well-known men’s grooming brand, Fair And Handsome, which will now be called Smart And Handsome. The brand has also appointed Bollywood actor Kartik Aaryan as its new brand ambassador. Aaryan, known for his popularity among younger audiences, is expected to strengthen the brand’s connection with its target demographic in both urban and emerging markets.
“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. With exciting new product launches on the horizon and Kartik Aaryan as the new face of the brand, we are confident that this refreshed identity as Smart And Handsome as a comprehensive grooming solution will further solidify our leadership in the evolving male grooming market,” Mohan Goenka, vice chairman and wholetime director, Emami Ltd., said.
The decision to rebrand is based on consumer research that indicates a growing demand among men for products that address multiple grooming concerns, including hydration, oil control, and skin health, the company claimed. The rebranding campaign, featuring Aaryan, will roll out in mid-January and include television, digital, and social media activations. The refreshed product packaging is designed to maintain consumer recognition and loyalty during the transition.
“I’m truly excited to join the Emami family as the face of Smart And Handsome. Grooming today goes beyond appearances—it’s about confidence, individuality, and self-expression. The brand’s vision of holistic grooming resonates deeply with me, offering modern men effective and inclusive solutions that empower them to be their best selves. I’m looking forward to being part of this exciting journey,” Kartik Aaryan said.
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