Emami has launched the first fairness cream for men, Fair and Handsome, this week. In a research conducted on user-ship of fairness cream it has been found by the company that more than 25 percent of fairness cream users are men. This has prompted the company to develop double strength peptide complex in association with Activor Corp. USA. Emami Fair and Handsome is targeted at the urban male consumers between 15-35. The company expects to sell half a million tubes in Nepal this year.