anuj saxena

Shahnaz Husain's fairness cream hits South India Our Bureau
Ms Shahnaz Husain, Mr Anuj Saxena, Director, Elder Pharmaceuticals Ltd, at the launch of 'Fairone' cream in Chennai on Thursday - Bijoy Ghosh Chennai , April 28 "VIOLENT, hysterical and awesome," that was how Ms Shahnaz Husain chose to describe the reaction to Fair One, the fairness cream she developed for the mass market and launched earlier in the North. This product was launched on Thursday in Chennai, marking its entry into the South, considered the largest market for fairness creams. Next in line are Kerala and Karnataka. Announcing Fair One's entry into the South, Ms Shahnaz Husain said that Fair One, manufactured and marketed by Elder Pharmaceuticals Ltd, is a product for the mass market. Fair One is not just a whitener, but is it also moisturises and protects the skin from the rays of the sun, she said.Ms Husain, who developed a brand in her name over the last 35 years, said that it has been a novel experience to tie up with a partner for marketing. Shahnaz Husain, as a brand, has been a "one man show (her's)" and represents a premium range of cosmetic products. But she had decided to go for a "mass market product at a mass market price" to tap a segment that is valued at over Rs 2,000 crore. Having done that, she has realised that it has been to the advantage of the both the premium brand range Shahnaz Husain and Fair One. People coming to a Shahnaz Husain outlet invariably buy a pack of Fair One as often as someone purchasing a Fair One picks up a Shahnaz Husain pack. The market can look forward to more such products, she said

The focus would be to provide value-added products that offer more than one beneficial effect for the skin.