Indian men go tall, fair and handsome
Tuesday, October 10th, 2006All is fair. So believes an Indian cosmetics company that has launched a new skin-lightening cream exclusively for men in an attempt to target the growing number of metrosexual males.
Called Fair and Handsome, the advertisement for the product gives the message: be fair or remain in dark oblivion.
Until now, skin-lightening creams have been aimed almost exclusively at women. This is the first launched nationally for men.
Surveys carried out by cosmetics companies suggest growing numbers of Indian men are using the creams.
Our initial worry was men would be shy and not buy it. But these fears have proven unfounded
Emami director Mohen Goenka
Emami Industries, which launched Fair and Handsome, said its research showed that figure was 29%, which some might find unlikely.