Beauty Cream

[abhishreshthaa]

FAIRNESS CREAM THEIR EMERGENCE AND POPULARITY..

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.

THE LAUNCH PAD :

• 1975- HLL launched its first fairness cream- F & L.
  
• 1998- CavinKare launched Fairever.
  
• 1999- Godrej launched FairGlow

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THE TREND:

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 a fairness talc.

:SugarwareZ-170: