Demand for Fem's fairness crème bleach rising among women in the region

Dubai, UAE – 24 November, 2013 – Dabur International, one of the most trusted and recognized personal and healthcare companies in the world, has reported that demand for its Fem range of fairness crème bleach is growing steadily among young, modern and confident women in the region. Natural skin-friendly ingredients, fairness in just 15 minutes, and simple application are the main reasons for the rapidly increasing popularity.

Ultra-violet (UV) radiation and pollution along with the hot and dry climate of the Middle East make it difficult for the women of the region to maintain their glowing complexion. Enriched with natural ingredients to make skin fair and lustrous naturally, Fem crème bleach offers an instant solution to skin darkening and tanning. The simple application formula makes it easy to incorporate the crème as a regular beauty regimen at home.

Available in four variants - Apple & Peach for fair skin, Pearl & Blueberry for wheatish/dark skin, Oxy for stressed skin, and Herbal for sensitive skin – the crème bleach shows visible results instantly. The mixture of the bleach crème and activator powder removes dirt and dead skin, makes the skin tone whiter, and protects it from damages in just 15 minutes.

Fem Crème Bleach with Apple and Peach, which is best suited for women with fair skin. It helps lighten skin and unwanted facial hair, in addition helps remove tan. It also has antimicrobial and cleansing properties that help in removing dead skin cells for whiter skin.   

Fem Crème Bleach with Pearl and Blueberry, well suited for wheatish to darker skin tones, diminishes the effect of skin pigmentation to achieve fairer looking skin. The natural ingredients help repair and protect the skin from damages caused due to environment and stress.

Fem Oxy Crème Bleach with active ingredients is specifically for skin that is exposed to stress, sunlight and pollution. The oxy bleach, with its unique formulation, energizes and nourishes the skin from within, helps in unclogging the pores, and removes dirt and dead cells. 

Suitable for even the most sensitive skin, Fem Herbal Bleach is a result of special herbs and also comes with pre-bleach cream, the pre-mix and activator and post-bleach cream for complete skin care in three simple steps.

Ashok Visweswaran, Senior Marketing Manager, Dabur International, said: “We have developed Fem Fairness Bleach Crème as a complete fairness solution for women living in the Arab region who have often complained of skin tanning and darkening due to long hot and dry weather, UV rays, and dust. Due to its fuss-free application and instant results, it has gained huge popularity among the women of the region.”

Dabur International is a wholly owned subsidiary of Dabur India that has an overall turnover of over USD 1 billion and a market capitalization of USD 4 billion. Dabur's International Business Division headquartered in Dubai is the cornerstone of its growth strategy, reaching a milestone of AED 1 billion within only eight years of existence.