from Ancy Paladka    
for Daijiworld Media Network – Mumbai (SM)

Mumbai, Aug 31: Fairone Man, promoted by Elder Healthcare Ltd and created by Shahnaaz Husain, a world-renowned beauty specialist, is the latest entrant in the fairness category.

Already having successfully carved a niche in the booming category for women and with the increased interest in men's grooming, Elder Healthcare has introduced the natural fairness cream for men as well.

Fairone Man will be endorsed by Dr Anuj Saxena himself, who is managing director of Elder Healthcare. Elder Healthcare Ltd is part of the Rs 500 crore Elder Group. Shahnaaz Husain has a bevy of herbal products, which are trusted and used by millions of consumers across the world.

To cater to the needs of the groom conscious male of today, Elder Healthcare has launched Fairone Man, a special formulation with natural ingredients suited especially for male skin-type. Fairone Man is a technically superior and 100% safe product, which eliminates tan, counteracts sun damage and prevents moisture depletion. It not only de-pigments but also nourishes and restores damaged skin cells. It ensures long term benefits by sustaining and maintaining a healthy flawless skin.

Dr Anuj Saxena, said, “What sets Fairone Man apart from other fairness products available in the market are its natural contents”. Fairone Man understands that male skin also deserves care and attention and not harsh chemicals with long term side effects.

Hence Elder and Shahnaaz have eliminated the dangers of using a chemical based fairness cream and are offering their loyal and potential consumers a fairness cream that is medically sound and entirely natural. Dr Saxena wears multiple hats – that of a renowned celebrity, TV actor and head of a production house.

Fair One Man is a unique formulation of arbutin, honey, aloe-vera, saffron, cucumber, lemon, apricot and camomile. Specially created for the tough male skin, this double action formula dramatically improves skin fairness while leaving the skin moisturized and fresh all day.

About Elder Pharmaceuticals Limited:

Elder Pharmaceuticals Limited was incorporated as a private limited Company on April 2, 1983 in the State of Maharashtra in the name and style of "Elder Pharmaceuticals Pvt Ltd" The Company started its commercial activities in 1988 on loan-basis and subsequently started its own production at its factory in Navi Mumbai in 1989.

In the year1998, the Company got converted into Public Limited Company. ElderHealth Care Limited, an associate Company of Elder Pharmaceuticals Limited got incorporated in the year 1988 and subsequently got converted into public limited Company in the year 1992.

Elder Projects Limited, another associate company of Elder Pharmaceuticals Limited got incorporated in the year 1985 under the name and style of Kenex Projects Limited in the state of Assam and subsequently EPL took this company and the name of the Company was changed from Kenex Projects Limited to Elder Projects Limited in the year 1992.