Brand Journal
Emami Renamed Its Bestselling Brand from Fair and Handsome to Smart and Handsome. It Lost Nothing and Gained Everything.
For 15 years, Fair and Handsome was India's leading men's fairness cream. In 2020, Emami quietly rebuilt the brand around confidence rather than complexion. The rebrand was one of Indian FMCG's most deft cultural pivots and it was executed six months before HUL moved on the same problem.