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Indian Men Seeking Male-specific Skin Care

By: Priyanka Bhattacharya
Posted: September 5, 2008, from the September 2008 issue of GCI Magazine.

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Shiseido has also recently launched a skin whitening range for men, promising to vanquish dark spots and even out tans, while Indian companies that have traditionally sold women’s fairness creams have launched male-specific skin whitening products. Market research conducted by HUL (Hindustan Unilever Limited) demonstrated that more than 20% of consumers of its Fair & Lovely skin whitening product are men.

Sensing opportunity, Indian skin care company Emami launched Fair And Handsome, and bagged India’s leading movie star, Shah Rukh Khan, as the brand ambassador. “Fair and Handsome [posts sales of more than $11 million]. Considering it’s a year-and-a-half-old, the brand has penetrated significantly in rural markets,” said Mohan Goenka, director, Emami. Markets in southern India show the highest growth rate followed by northern and western Indian markets, but the usage is still minimal in the eastern region where white skin tone is still seen as a feminine.

Priyanka Bhattacharya is a writer and journalist covering the beauty, health and wellness industries in India. She is the contributing beauty features writer for several leading Indian women’s magazines.