Kathmandu, November 19:

Emami Ltd, a subsidiary of Emami Group, has launched the first fairness cream for men-’Fair and Handsome’. Nima Rumba, pop singer unveiled the product here today. Produced by personal and health care division of Emami Group, it is a new brand that is expected to fulfill a latent consumer need. The product has been developed following a survey, which showed that fairness cream is also popular among men. Produced in association with Activor Corp USA, Emami’s Fair & Handsome contains double strength peptide complex. The product is suitable for tough male skin whi-ch is three times more exposed to sun’s UV rays, five times more exposed to pollution, two times more exposed to stress factors, compared to women. Male skin is also damaged by abrasive action of shaving blade and hence after-shave application of this product will also be useful, adds the release.