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Emami Ltd said on Monday that its Fair And Handsome Fairness Cream will soon have new product formulation and packaging with more detailed information on the pack.
The formulation, Emami claimed, has the ability to “penetrate up to 20 layers deep into men’s tough skin to deliver five powerful actions” in three weeks. It also has, according to a statement, a ‘sweat absorption technology’.
A new marketing campaign incorporating changes in the product and pack will be on air this month through TVC featuring Shahrukh Khan. The campaign will encompass print, outdoor and digital promotions too.
Fair And Handsome has a 66 per cent of market share in the segment by volume. Emami has recently launched Fair And Handsome Complete Winter Solution. Fair And Handsome Instant Fairness face wash, another brand extension, was launched in early 2014.
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