Fairness Cream

Fairness Cream

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

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.