Emami has expanded its Smart And Handsome brand from a single face-cream product into a broader male grooming portfolio spanning six new categories: sunscreen, body wash, deodorant, serum, under-eye cream and sheet masks. The Kolkata-headquartered FMCG major disclosed the expansion in results commentary published July 31, 2026, alongside a 7% increase in advertising and promotion spending and a shift of more than half its media budget to digital channels.
The category expansion is a direct response to a shrinking addressable market for face creams, as younger Indian men increasingly opt for beards over clean-shaven looks, putting pressure on the traditional fairness and face-cream segment. By broadening Smart And Handsome into a full grooming range, Emami says it has expanded the brand’s estimated total addressable market from roughly ₹759 crore to approximately ₹6,700 crore.
Why Is Emami Moving Beyond Face Cream?
Emami has been explicit that changing grooming habits among younger men, particularly the rising popularity of beards, are squeezing demand for face creams marketed on a “fairness” or “glow” proposition. Rather than continuing to defend a shrinking category, the company is repositioning Smart And Handsome around complete grooming and skin health, adding products like sunscreen and body wash that appeal to broader daily-use occasions regardless of facial hair choices.
What Does the Digital Shift Mean for Emami’s Marketing Strategy?
Alongside the category expansion, Emami raised A&P spending by 7% and moved over half its media budget to digital platforms, using AI-led content creation, performance marketing and platform-specific campaigns. The brand’s social media storytelling has moved away from a singular “glow on face” message toward a wider narrative centred on complete grooming, reflecting a broader FMCG industry shift toward digital-first, data-driven brand building over traditional mass-media advertising.
Industry Reaction and Expert Commentary
Marketing industry observers note that Emami’s move mirrors a wider pattern among legacy Indian FMCG brands, which are increasingly treating decades-old single-category products as platforms for category extension rather than static, mature businesses. The company’s own commentary points to margin and geopolitical headwinds affecting West Asia markets, making category diversification and digital efficiency in marketing spend more important levers for growth than relying on legacy face-cream volumes alone.
What Happens Next?
Emami has set a target of building Smart And Handsome into a ₹1,000-crore revenue brand within three to four years as the expanded grooming range rolls out further. The company’s continued shift toward digital and AI-assisted marketing is likely to extend to other brands in its portfolio as it looks to improve marketing efficiency amid slowing overall sales growth.
Frequently Asked Questions
What new categories has Emami added to Smart And Handsome?
Emami has expanded Smart And Handsome into sunscreen, body wash, deodorant, serum, under-eye cream and sheet masks, alongside its original face-cream range.
Why is Emami expanding beyond face cream?
Younger Indian men increasingly prefer beards over clean-shaven looks, shrinking demand for traditional face creams and prompting Emami to broaden the brand into full grooming and skin health.
How has Emami changed its marketing approach for the brand?
Emami raised A&P spending by 7%, shifted more than half its media budget to digital, and adopted AI-led content creation and performance marketing to support the expanded portfolio.
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