May 23, 2017

Dabur expands Skin Care portfolio with Fem De-Tan Crème Bleach launch

Press release

New Delhi
One of its kind De-Tan rejuvenation with the richness of Orange Peel extracts
Launches a new campaign with Sonakshi Sinha as a brand ambassador
New Delhi, May 23, 2017: Strengthening its leading presence in the skin care market, Dabur India Ltd today announced the expansion of its most trusted facial bleach range Fem, with the launch of the premium FEM De-Tan Crème Bleach. The De-Tan Crème Bleach is specially formulated and enriched with the goodness of orange peel extracts to enhance your beauty by removing your tan in 15 minutes giving your skin long-lasting radiance.
Speaking on the launch, Mr. Arvind Katariya- Category Head, Dabur India Ltd  said, ‘As a brand that offers its consumer the promise and satisfaction of delivering natural glow to their skin and enhance her beauty, Dabur has always recognized and strived to meet the ever-evolving needs of our consumers. Indian women today lead a life wherein they indulge in outdoor activities and are exposed to a hectic and stressful lifestyle which takes a toll on their skin. Majority of the women see tanning as a skin issue that lasts all-round the year. Determined to deliver utmost radiance to skin, we are delighted to offer this unmatched de-tan bleaching experience to our consumers with FEM De-Tan Crème Bleach.’
For the ease of the consumers Fem De-Tan Crème Bleach is launched across India in two SKUs – single-use SKU priced at Rs. 40 and 3-use SKU priced at Rs. 80. FEM will also be launching a new campaign on the FEM De-Tan Crème Bleach with Sonakshi Sinha as the brand ambassador 
‘With the focus to bring in new consumers to the category, Dabur FEM De-Tan Crème Bleach will offer an unparalleled rejuvenating experience for the bleach consumer. Made with the goodness of orange peel extracts, FEM De-Tan Crème Bleach is a unique 3 –step product with a refreshing fragrance that makes the bleaching experience pleasing and refreshing for everyone. With skin problems like tanning becoming routine due to today’s hectic lifestyle and environmental hazards, FEM De-Tan Crème Bleach would provide consumers an almost instant solution giving their skin long lasting glow and freedom from tan.’ Mr. Katariya added.
About Fem
Fem is the oldest and most trusted brand in the bleaches category. FEM is also the market leader in the category and is constantly innovating and adding to its portfolio to address different needs of the young evolving consumer. FEM, the skin fairness range from the House of Dabur, comes with the promise of instant transformation giving the user a glowing skin. The FEM range of bleaches promises its consumer a transformation that makes her “party ready in a jiffy”.
The Fem range has 6 variants under it – FEM Gold Ultra Crème Bleach, FEM Diamond Crème Bleach, Fem Fairness Naturals Gold Bleach, Fem Fairness Naturals Saffron Crème Bleach, Fem Fairness Naturals Pearl and Fem Turmeric Herbal Bleach priced very affordably in the range of Rs 30 to Rs 42 for a single use. Fem is also the first fairness bleach brand to be dermatologically tested to be safe on skin. Read more on how to remove tan.
About Dabur India Ltd.
Dabur India Ltd is one of India’s leading FMCG Companies. Building on a legacy of quality and experience for 132 years, Dabur is today India’s most trusted name and the world’s largest Ayurvedic and Natural Health Care Company. Dabur India's FMCG portfolio includes five flagship brands with distinct brand identities -- Dabur as the master brand for natural healthcare products, Vatika for premium hair care, Hajmola for digestives, Réal for fruit-based beverages and Fem for fairness bleaches & skin care.
For Further Information, Contact: 
Byas Anand
Head-Corporate Communications, Dabur India Ltd.

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