Indiantelevision.com Team

(29 August 2007 6:15 pm)

MUMBAI: The market for fairness creams for men has a new entrant with the launch of Elder Healthcare's Fairone Man. The product has been created by beauty specialist Shahnaaz Husain.

The company already has a presence in the women's fairness cream and soap category under the Fairone brand. With increased interest in men’s grooming, it has introduced a natural fairness cream for men.

Fairone Man will be endorsed by Elder Healthcare managing director Dr. Anuj Saxena who also is an actor and runs a production house called Maverick.

The fairness cream market is pegged at 43 per cent of the Indian skin care sector estimated at Rs 22 billion.

According to an official release, Fairone Man is a special formulation of arbutin, honey, aloe vera, saffron, cucumber, lemon, apricot and camomilefor male skin.

It eliminates tan, counteracts sun damage and prevents moisture depletion. It also de-pigments and restores damaged skin cells.

Saxena said, "What sets Fairone Man apart from other fairness products available in the market are its natural contents. Hence, Elder and Shahnaaz have eliminated the dangers of using a chemical based fairness cream and are offering their loyal and potential consumers a fairness cream that is medically sound and entirely natural."

The pack is priced at Rs 32 for 25g and Rs 60 for 50g. Elder Healthcare Ltd is part of the Rs 500 crore Elder Group.