The Ayurvedic and natural cosmetics name harnesses the demand for premium beauty and skin whitening solutions. Dabur has expanded its facial bleach range by unveiling its premium Fem Diamond Creme Bleach.
Focusing on premium beauty, Dabur has specially formulated its diamond creme bleach with real diamond dust to give the skin a “long-lasting sparkling white shine”.
Fem Diamond Creme Bleach has been dermatologically tested with pre-bleach and post-bleach cream add-ons. These have been designed to help to aid skin rejuvenation and nourishment for comfortable skin bleaching and “unmatched fairness experience”.
Fem is one of Dabur India’s five brands. It provides a range of products for the skin care and salon segment. Dabur’s facial bleach brand aims to cater to varying skin types and features: Fem Fairness Naturals Saffron Creme Bleach for fair complexion, Fem Fairness Naturals Pearl for wheatish to dark complexion, Fem Fairness Naturals Gold Bleach for special occasions to provide a long-lasting Golden glow, Fem Turmeric Herbal Bleach for all skin types and, now, Fem Diamond Creme Bleach for sparkling white shine.
Commenting on the consumers needs driving the launch, Prashant Agarwal, Category Head-Facial Bleaches, Dabur India, relayed: “Every woman today desires to have smooth glowing skin with no dark spots, patchiness, suntan. Hence they always have a hidden wish for a flawless complexion and skin."
Bleaching the skin
The "application of bleach lightens the skin complexion by reducing the concentration of the skin darkening pigment and gives your skin a healthy glow", Agarwal added. With its advanced formula, the skin care name purports to keep the glow for a "much longer duration than any other normal bleaches".
Tanning, clogged pores and dead cells have become commonplace skin care concerns resulting from hectic lifestyles and environmental hazards, Agarwal noted.
Reflecting on the rise of skin bleaching usage, Agarwal continued: “There is no better evidence of product delivery than the fact that over recent times, bleaching has become a very popular skin care practice with more and more women making it part of their skin care regime.”
Fem Diamond Creme Bleach comes in both single-use pack and triple-use packs. It is recommended as a regular part of consumers’ healthy skin care routines, for use up to twice a month.
"Diamond is the fastest growing sub-segment in the bleach category and with Fem Diamond Creme we plan to leverage the space by offering an upgraded product with the promise of ‘long lasting shine’, a first in the category,” Agarwal concluded.