September 22, 2017

Dabur launches new FEM Gold Crème Bleach “Easy-to-use” Pack

Press release

New Delhi
Offers the benefit of 5 single-use packs; Solves two deep-rooted problems of Mixing & Freshness
New Delhi, September 22, 2017: This festive season, India’s most trusted facial bleach brand Fem is making it easier to get the festive glow on your face! Strengthening its presence in the skin care market, Dabur India Ltd today announced the launch of new FEM Gold Crème Bleach in a new easy-to-use pack that takes away the hassle of measuring and mixing of crème & activator from the bleaching process and also ensures product freshness after first use of pack.
The new FEM Gold Crème Bleach easy-to-use pack offers consumers five single-use packs, with a pre-measured quantity of cream and activator in five separate sachets each, instead of a single tub and and container earlier. This new pack, developed after extensive consumer studies, has been developed to address the product usage concerns that consumers had about mixing the right quantities of bleach and activator for that golden glow. The product also ensures freshness of cream at each of the five uses unlike regular multi-use packs in which the cream has to be stored after each use.
“FEM, being the market leader in the facial bleach category, has been continuously innovating in terms of product, packaging and communication. With a strong understanding of the consumer needs, FEM has now come out with a packaging innovation under its fastest growing variant FEM Gold Crème Bleach. Dabur has always recognized and strived to meet the ever-evolving needs of our consumers. The new FEM Gold Crème Bleach ‘easy-to-use’ pack is the only such packaging format in multi-use packs in the bleach category and has been developed basis a deep understanding of the consumer behavior,” Dabur India Ltd Category Head-Skin Care & Salon Mr. Arvind Katariya said.
“For generations, Dabur has been the trusted name when it came to taking care of the skin with its FEM range of products. At Dabur, we are committed to provide the safest and most effective products to our consumers. With the new launch, we are now taking forward this commitment to a new level,” he added.
About FEM:
Fem is one of the five Master Brands of Dabur India Ltd with a range of products for the Skin Care and Salon category. 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 7 variants under it – FEM De-Tan Crème Bleach, 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.
About Dabur India:
Dabur India Limited is one of the leading FMCG companies in India. Building on a legacy of quality and experience for over 130 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 personal care, Hajmola for digestives, Réal for fruit-based drinks and Fem for fairness bleaches & skin care.
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Byas Anand

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