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Out of 3500cr the fairness cream market alone constitutes for 2000cr. Fair & Lovely which is the iconic brand of Hindustan Unilever Limited (HUL) enjoys as much as 53% of the fairness market share with sales of 1100cr.
Skin lightening Patented formulation of fair and lovely in 1972. First to introduce fairness cream Launched 1978
Cavin Kares Fairever Godrejs Fair & Glow Emamis Natural Fair Shahnaz Hussain Fairness Dream Cream Emamis Fair & Handsome
Cavincares Fairever: 7-8% market share growing @ 10%per year Emami Naturally Fair: 6% market share Godrej Fair Glow: 6% market share
4000 3500 3000 2500 2000 1500 1000 500 0 Totol Skincare Market in Crores Rupees 1100 900 1500 Rest of the Skin Care Products Other Fairness Creams Fair and Lovely
Fairness
is equal to
beauty. Fair & Lovely captures 53% market share. Brand Value is 1100 cr.
Phase1: Young womenattract a better looking husband. Phase 2: College going women- Self Confidence Phase 3:Emotional benefits to Achievers.
Sales
27%
Fair & Lovely Fairever 53% Fair Glow Naturally Fair Others
6% 6% 8%
Advertisement Fairness in four weeks and power of beauty In2003, it was rated as Twelfth Most Trusted Brand in India by ACNielsen ORG MARG In 2004, it was identified as a SUPER BRAND Consumers perception Detractors have Vanished. 9th Most trusted brand in India (September 2010)
Failed in Soap market Failure of other creams like Skin Clarity cream, Active Sunblock. Fair and Lovely Radiance Cream could not capture premium segment. Fair and Lovely Menz Active < Emamis Fair and Handsome
1. 2. 3. 4.
Fair & Lovely: Anti marks for Blemishless fair skin Fair & Lovely: Ayurvedic Balance Fair & Lovely: Multi vitamin for clear Fair Skin Fair & Lovely: Max Fairness for men
About
2900 stockiest Total Coverage: 6.3 million outlets Direct coverage: 1million outlets
During
Zindigi
roshan kare Badle aap, badle zindigi Gorepan se kye zyada, saaf gorapan Clear Fairness
1. 2. 3. 4. 5.
USP
Power of beauty Fairness in 4 weeks Maximum fairness with the power of 8. For Flawless Fair Skin Change your story- Fair & lovely Menz Active.
1. 2. 3. 4. 5.
Projects
Fair & lovely Guidance Fair & lovely Shikhar Fair & lovely Project Swayam Fair & lovely Project Suvarna Fair & lovely Foundation (Going on)
First
to introduce the Fairness Meter 20% extra!! More value for same cost. Sponsorship Fair & Lovely Sponsorship programme 2007 on Reliance Mobile or R World (August 14-Sept 17,45,000 Responses)
Fair
& lovely Shikhar Fair & lovely Project Swayam Fair & lovely Project Suvarna
High
awareness
Enability to attract premium segment Inadequate promotion of mens cream Chunks of products launched- many remained unpopular.
Untapped
Competitors Entrance for foreign companies- better products Consumers inclined towards premiumization.