Launch: No-Ammonia Fairness Bleach Range by Fem

Section: Beauty Blog

Dabur India Ltd, India’s leading beauty & health care company, launches the Fem Fairness Naturals range of bleach with NO ADDED AMMONIA. The new bleaching range is powered with natural ingredients like milk, saffron and Vitamin E. Considered one of the biggest innovations in fairness technology, the range makes the entire fairness experience enjoyable and pleasant and claims to deliver the best fairness transformation benefit. The new television commercial will see Sonakshi Sinha, Fem brand ambassador doing a “Happy Skin Dance” and communicating the message of a happy and user friendly experience of delivering fair & glowing skin by Fem Fairness Naturals.

The new range has 4 products under the brand name:

Fem Fairness Naturals Saffron Crème Bleach for Fair skin

Fem Fairness Naturals Pearl for darker skin

Fem Fairness Naturals Gold Bleach for Special occasions

Fem Turmeric Herbal Bleach

For the launch, Dr Swati Srivastava, eminent Dermato-Cosmetologist said, “Apart from giving instant and long lasting glow and fairness by reducing the melanin level considerably, facial bleaching also helps clean clogged pores thereby helping the skin breathe, reduce pigmentation and remove dead cells. This makes bleaching not just a special occasion use skin care product, but a regular part of one’s healthy skin care regime. Once or twice a month use of facial bleach is ideal to maintain a lively and glowing face.

Affordably priced in the range of Rs 25- Rs 35 for a month’s use, the brand has also become the first one to be dermatologically tested for being safe on skin. The range will be available for home use as well in big packs for parlours. As per the clinical study, application of Fem range reduces the Melanin levels to a minimum and with a low Erythemal score that implies a change to lighter shade in skin tone with maximum safety. No Added Ammonia will revolutionise the bleaching industry and will take the bleaching experience to another level by making it user friendly and skin friendly.


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