Emami International FZE, the UAE-based overseas arm of Indian beauty and health care conglomerate, Emami Limited, today unveiled the secret to perfect skin for the beauty-conscious and aspiring males of the region launching Fair and Handsome (FAH), an exclusive and complete range of five premium face care solutions including an Advanced Whitening Cream (AWC).

The FAH range is a product of international formulations combined with ingredients best suited for all skin types and climates across the Gulf countries and Middle East region.

Announcing the launch of the Men’s Care range, Mr. Prashant Goenka, Director of International Business, Emami Limited said: “FAH is our flagship brand for the UAE and the region and it has been developed with a customized outlook for the men in the Gulf countries and the Middle East. The beauty of the brand is that it is not an implant from our home base in India, but a new formulation which takes into account, the climactic and other external living conditions of the region and its impact on the male skin.”

“Our expansion into global markets needed us to localize at a fast pace and FAH has proved that we have been able to achieve this aim in record time. Affordability was another criterion and our flexibility has helped us pitch price for FAH range at comparative best in the market,” he said.

The Emami FAH range for men recommends the Cleansing routine, to effectively purge skin of all impurities – surface layer of dead cells, blackheads, pimples, excess sebum, pore blockages and surface Melanin.

Commenting on the FAH range, Mr. Vikas Dutt, Assistant Vice President, Sales and Marketing for MENA, Emami International FZE said: “Today’s men are beauty conscious and are increasingly taking to scientifically formulated and tested personal skin care products. Our rigorous R&D and subsequent clinical evaluation have proved FAH delivers these benefits, combining our in-house expertise with the expertise and knowledge of India’s best known skincare specialists.”

He said FAH range offers high functionality and results and comes with the advantage of affordable pricing for the male on the move.

Emami Fair & Handsome face care product range is a leader in its category. All five products in the range have been specially formulated to re-activate the skin’s radiance, while simultaneously working to lighten and tone the skin. The range is a sensuous bouquet of a regenerating face scrub, refreshing face wash, firming facemask, advanced whitening cream and after-shave balm. Its unique Pentapeptide Formula developed and patented by Activor Corp. USA maximizes skin-lightening efficacy, for visibly radiant skin.

Men’s skin is regularly exposed to harmful UV rays from the sun, pollution, daily stress, harsh climatic conditions and harshness of shaving blades leaving it dry, dark and lifeless. The wide range of products by Emami assists with protecting, re-hydrating, toning, nourishing and reviving the skin texture leading to healthy, refreshed and flawless skin. With smooth textures and soothing male fragrances that bring alive a refreshed experience, the range works in complete harmony with the skin to provide specific solutions and protect from the environment.

The FAH range consists of:
Advanced Whitening Cream with patented Peptide Technology from Activor Corp., USA whitens and moisturizes skin, combats strong UV rays, and also soothes and repairs damage done by shaving for a revived fresh look. The AWC -25ml is available for Aed 5.00, AWC -50ml is available for Aed 8.50/- while the AWC -80 ml is available for Aed 11.50.

Advanced Whitening Refreshing Face wash with unique Nutra-Fresh nourishes, cleanses, moisturizes, refreshes, whitens, protects and cleans impurities to offer a refreshed and lightened skin for a flawless and radiant look. It prevents skin from drying and cleanses dirt, extra oil secretion, impurities and clogged pores which leave men’s skin dull and lifeless. It is available in a 100 gms pack at Aed 16/-.

Advanced Whitening Regenerating Face Scrub exfoliates dead skin and keeps it clean and healthy. The face scrub with revolutionary Mentha Cryst removes dead skin cells and excess oil, hydrates skin, lightens skin tone, reduces blemishes and cools the skin. It is available at Aed 15/-for a 75ml pack.

Advanced Whitening Firming Face Mask tones up facial skin and keeps it nourished. The FAH Firming Face mask removes excess oil, deep cleans pores, firms skin, soothes, hydrates and lightens skin tone, leaving skin relaxed and energized. Moreover its special ingredient Nutra- tone brings it to an even tone. It is available at Aed 15/- for a 75ml pack.

Advanced Whitening After- Shave Balm with its cooling and anti-bacterial properties works as an active shield to repair and protect skin. Its unique Hydra- comfort with emollient properties moisturizes and soothes skin. It is available in a 100 gms pack at Aed 16/-.

The newly launched product range of Emami Fair & Handsome is available at a reasonable price range across leading retail outlets and stores in the UAE.