Fairness Cream


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Fairness Cream

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Sector: FMCG

Category: Personal care product

Reasons facilitating increased purchase

•         Emergence of the metrosexual man.

•         The concept of ‘Tall fair and handsome’-Influence of Bollywood.

•         Both sexes becoming more conscious about the way they look.

•         India- associates fairness with beauty.

•         Influence from the West.

Major Players

COMPANY BRAND
HLL Fair & Lovely
Cavinkare Fairever
Godrej FairGlow
Shahnaz Hussain Fairone
Ponds Dream Fairness
Emami Fair & Handsome

Launch Pad

•         1975- HLL launched its first fairness cream- F & L.

•         1998- CavinKare launched Fairever.

•         1999- Godrej launched FairGlow.

Learning

1999

•         HLL “ F&L” opted for Combative Initiative.

•         Godrej “FairGlow” fairness soap was launched- explored the unexplored.

•         CavinKare’s “Fairever” gained popularity in retail markets.

2000

•         Godrej- Brand extension ( soap to cream)

–        Launched “Nikhar”soap (line extension)

•         HLL introduced “LUX” skincare soap (sunscreen).

•         Cavinkare reduced its price to maintain price parity.

Promotional wars:

•         F&L ads projected fairness comparable to the moon’s silvery glow.

•         FairGlow offered the added benefit of a blemish-free complexion.

•         Fairever did not initiate any promotional activities.

2001

•         Fierce competition from Emami, Paras, Amway, Avon etc.

•         Resultant effect- increased advertising.

•         HLL launched “Nutririch Fair & Lovely” and “Pears natural fairness cream”.

•         Fakes of F&L and Fairever were sold in the market.

•         Emami launched fairness talc.

Conclusion-

Two consequences of rapid expansion:

•         Cut throat competition

•         Flurry of copy cats

Every company had to:

•         Rethink its marketing strategy

•         Spend lavishly on ads

•         Seek legal actions against unfair claims.

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We, at BMS.co.in, believe in sharing knowledge and giving quality information to our BMS students. We are here to provide and update you with every details required by you BMSites! If you want to join us, please mail to contact@bms.co.in.

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