John Abraham is the face for Garnier Men

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | May 08, 2009
Garnier has rolled out a new range of products for men; Abraham will be the ambassador

The last few years have seen an upsurge in grooming products for men, with the launch of brands such as Elder Pharmaceuticals' Fair One Man, Saka Bleach Cream for Men, Emami's Fair and Handsome, HUL's Menz Activ, and Nivea for Men. Now, joining the male vanity bandwagon is skin and haircare brand Garnier from L'Oreal, which has rolled out Garnier Men: a new range of grooming products designed specifically for men. India will pioneer the launch of this new brand worldwide.

In India, actor and model John Abraham will endorse the brand. The brand will be based on the positioning 'Fuel your skin with natural energy', as the products claim to fuse nature, science and technology. Publicis India is the agency on the account.

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Garnier Men, which intends to target the style- and health-conscious male, will launch with the PowerLight range (products containing brightening and anti-pigmenting ingredients, providing natural energy for male skin).

Abraham will be seen endorsing Garnier Men in a print and television campaign, which will capture his attitude towards grooming in what company officials say, is "a refreshing way."

According to spokespersons at Garnier, "Garnier Men is a brand that is about natural energy that fuels your skin. John Abraham represents this value for Garnier. He's got the charisma, and the attitude. He is the face of the new Indian man who is confident and has got tremendous self-belief."

Further, executives state that Garnier is young and edgy, and Abraham is an icon for the youth: someone who wants the best for himself and also enjoys being himself.

On his association with the brand, Abraham says, "Today, Indian men are totally into grooming. They look after themselves and want to look good too. But there are not enough products of international quality to meet their growing needs. That is where the brand steps in."

Further, he draws a parallel from his own life: "When I act, I am always trying to improve my performance. The product too promises that using it daily helps improve your skin's quality. Looking good is about self-belief. It is about the confidence to be oneself. So that when you go out there, you know that you have got what it takes."

Some of the products Abraham will be seen endorsing first in the list include fairness moisturisers (regular and oil-free) and fairness face washes.