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Indian Men Want Fair Play in Beauty Stakes
The actor is clearly telling him it will boost sex appeal but the advice has raised hackles here among those who say such products reinforce age-old prejudices that equate fair skin with good looks.
Regardless, the "sex sells" policy seems valid -- promoters say sales of "fairness cream" have shot up.
"The advertisement has worked very well for us," said a spokesman for India's Emami group, the Kolkata-based company which makes Fair and Handsome cream for men.
Emami launched the cream in 2005, labelling the product after the popular Fair and Lovely, which has catered to Indian women for decades and continues to be the largest-selling fairness cream in India.
Skin-lightening products -- positioned as fairness products in India -- for men are a niche but rapidly growing part of the lucrative male grooming sector, estimated to be worth more than 11.5 billion rupees (286 million dollars).
The total market for skin-lightening products in India is estimated to be worth nine billion rupees. Nearly one-third of users are said to be men.
Since the launch of Fair and Handsome -- which the Emami group claims to be the world's first fairness cream for men -- nearly half-a-dozen products have been vying for attention.
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