This work done by kousic, surya, rachna, mrudula, karthick and sooraj.

1. Consumer Behaviour
---On Fairness Cream

2. PERSONAL CARE SECTOR IN INDIA:
AN OVERVIEW
 One of the key constituents in FMCG sector
 Brand wars & Price wars
 Awareness of personal hygiene
 The high value of fair skin
 Resulted in the market for fairness creams and bleaches
touching Rs 2,000 crore’s
 Fairness creams account for approximately Rs 1,800 crores

3. NATURAL AND HERBAL BASED PRODUCTS
 Introduction of herbal, traditional ayurvedic and
mineral ingredients in cosmetics.
 Positioning changed from a rather traditional and old-
fashioned platform to modern healthy practice.
 Leading to greater social acceptance and higher sales
through the year.

4. SUN CARE IN INDIA
 Hindustan Unilever Ltd led sun care sales in 2010,
 Hindustan Unilever Ltd accounted for over 41%
value sales in 2010.

5. FAIRNESS CREAM
 Accounts the largest share in skin care sector.
 The market growth rate ranges between 15 – 20% on a year-to-
year basis.
 HUL`s Fair & Lovely(76%) followed by CavinKare`s Fair
Ever(15%)
 Other important players like Godrej's 'Fairglow', Emami's 'Fair
and Handsome', Vicco and Himalaya share the rest of the market
share.

6. MEN’S GROOMING TAKES OFF
 Increased male spending on grooming products.
 The growth of this segment has been exponential
 latent but effective driver could be the fact of low penetration of
these products in the market.
 An underpenetrated market always crates scope for enormous
growth.
 Usual categories of pre-shave and razors, men’s skin care, which
promised fair and blemish-free skin, performed well.

7. IMPLEMENTING APPROPRIATE
MARKETING STRATEGY
Fairness cream producers go for “Differentiated
Marketing Strategy”
Characterized by :
 Appropriate by financially strong companies
 Companies having cut throat competition
 Strongly established in personal care sector
( especially skin products)

8. CONSUMER BUYING HABITS
 VARIETY SEEKING BUYING BEHAVIOUR:
 Low consumer involvement but significant perceived
brand differences.
“The individual likes to shop around and experiment
with different products.”
 Consumers are effected by advertisements, coloring
and packaging, brand image and celebrities

9. APPLICATION OF CONSUMER
RESPONSES TO DIRECT MARKETING
 Direct marketing is a channel-agnostic form of advertising.
 Allows businesses and nonprofits to communicate straight
to the customer.
 It enables to engage directly with the audience - whether
they are prospects, leads, end users or existing customers.
 Positive results can be measured directly, Flexible
Targeting, Ease of Management, Rapid
Delivery, Relationship Building

10. Cont.…
Advertising techniques such as
 mobile messaging,
 email,
 interactive consumer websites,
 online display ads,
 fliers,
 catalog distribution,
 promotional letters, and
 outdoor advertising.

11. DIRECT SELLERS MAKE DEEP
INROADS
 The market share of direct sellers, both multinational, for example
Amway , Avon and Oriflame, and domestic, for example
Modicare, rose in 2010.
 As a result of concerted efforts to bring in new products in color
cosmetics and skin care to create interest and excitement.
 Expansion of networks to reach more consumers in smaller cities.
 Amway and Oriflame also started advertising.
 Judged that they had reached critical mass in terms of their
networks, which would create pull if they advertised.

12. CULTURE
 Cultural symbolism-color, visual
symbols
 Gender roles, child rearing
 Sub-culture-race
 Human relationships

13. REFERENCE GROUPS
 Celebrities acting in the
advertisements-aspiration groups-
ponds white beauty, fairever
 Comparative group advts- fair&lovely
 Brand preferences influenced by
family & friends(especially girls)

14.  Since it is a privately used not a
necessity brand of the cream has
less influence compared to the
usage of the product
 Family & friends provoke to use
fairness creams.
 Buying decision: wife dominant

15. INNOVATIONS
 Continuous development – ayurvedic, oil
control, anti – wrinkle, pimple
remove, spot remover, fairness, uv
protector
 Adoption depends on relative
advantage, cost
 Trialabillity – sample sachets, side –
effects
 Diffusion of the product will be regarding

16. HUMAN SKIN TONE COLOUR

17. SNOW WHITE SYNDROME
• The growth of fairness cream
companies in the country is indicative of
India's obsession with white skin, also
called the 'Snow White syndrome.
• Top brands such as Hindustan
Unilever's Fair and Lovely and L'Oréal's
White Perfect have been growing by up
to 18 percent a year.

18.  Skin color matters a lot for women in
India.
 Fairness is a very valuable thing
here, looked on as desirable.
 The fashion world can be a big agent for
change in this area.

19. FAIR, THE INDIAN OBSESSION WITH FAIRNESS
CREAMS
Every girl wants to be fair like Aishwarya Rai Bachan

20. PSYCHOLOGICAL FIELD

21.  “Black Skin White Masks” book author
Fanon says “As much as the white man
thinks himself superior to the black, the
black man desires to be white.
Indeed, black men want to prove to
white men, at all costs, the richness of
their thought, the equal value of their
intellect”.
“For the black man, there is only one
destiny. And it is white”.

22. Myths of Fairness Creams
• Most advertisements claim – and obviously
unfairly - that the continued use of their fairness
creams will change the skin color of the user with
seven days or so.
• The gullible public fall a prey to these types of
misleading advertisements, little realizing that
such magic cannot and will not happen

23.  There are instances of several persons
persistently using these creams for several years
with absolutely no improvement in their skin
complexion

24. Fairness Cream in India
 Fairness creams have a huge market in
India, both urban and rural
 In India, the sector had registered 23% growth in
2010
 Surprise that India leads the markets, followed by
Saudi Arabia.
http://www.buyerbehaviour.org/2007/06/fairness-creams-in-india.html

25.  The market for men’s fairness products is valued
at Rs 30 million, and constitutes 35 percent of the
market.
http://www.scribd.com/doc/36712814/Consumer-Behavior-Study-of-fair-and-
handsome-cream

26. Facts to be considered
 Scientists say that skin colour is determined by
the amount and type of melanin, the pigment in
the skin.
 It is said that whether one is fair or dark is
dependent more on genetic rather than
environmental causes.
 Yet, people all over the world are preoccupied
with the colour of their skins.

27.  Indian male take an average of 20 minutes in
front of mirror to groom them compared with
Indian female who take an average of 18 minutes
in front of mirror at every morning
 This is also noticed that 25-30% of fairness
products are purchased and used by male
customers
http://www.scribd.com/doc/36712814/Consumer-Behavior-Study-of-fair-and-
handsome-cream

28.  Indian men were using fairness creams that were
originally targeted at women.
 Fair and Handsome is a brand that created
the Men's fairness cream segment in India.
 Launched in 2005, the brand became the creater
and the market leader of this segment.

29.  Emami went for serious customer research which
showed that 25-30% of customers of Fairness
creams were men.
 The total fairness market is estimated to be
around Rs 800 crore
http://www.scribd.com/doc/36712814/Consumer-Behavior-Study-of-fair-and-handsome-
cream

31. Male skin in India
• Three times more exposed to the sun UV rays
• Five times more exposed to pollution
• Twice more exposed to stress
• More Abused by abrasive shaving blade action
http://www.scribd.com/doc/36712814/Consumer-Behavior-Study-of-fair-and-
handsome-cream

32. Promotion form
 TV commercial
 "Hi Handsome, Hello Handsome"
 Print advertising
 "Hey man, are you using lipstick? Then why you are
using fairness cream of female?

33. Reasons for the growing demand
• Greater access to television,
• which has made the Indian consumers beauty
consciousness
• increased his or her need to look presentable and
attractive
• Increased advertising in general
• Greater product choice and availability
http://www.scribd.com/doc/34999913/Fairness-
Cream

34. Demographic Effects
• Greater tendency to use fairness creams in
Southern India
• Frequency of application decreases with age
• Highest percentage of users among single working
women
• Younger women more inclined towards branded
products
• Men are increasingly using fairness creams
http://www.scribd.com/doc/34999913/Fairness-
Cream

35. Vacant Position Need for a new
product
• Fairness products contain bleaching agents which
make the skin dry and flaky, especially during the
winter season
• Consumers need to apply a separate moisturizer
after the application of the fairness product
• No existing products for use on other visible parts
like arms and feet
http://www.scribd.com/doc/34999913/Fairness-Cream

36. Vacant position
 A fairness product that contains a moisturizer and
is priced low enough to be applied on arms and
feet

37. Body lotion brands
 Nivea hand body lotion
 Cocoa butter hand lotion
 Avon naturals conditioning water lily
& aloe hand & body lotion
 Aloe Vera-hand and body lotion
 Vaseline

38. Body lotion features
 Moisturizer
 Nourishing
 Whitening
 Skin Revitalizer

39. What fairness cream u use?
Option Respondents
Fair & Handsome 31%
Menz active 13%
Fair ever 17%
Nivea 13%
Fair one man 26%

40. HOW FREQUENTLY YOU BUY
CREAMS?
Option Respondents
Weekly 16%
Occasionally 24%
Monthly 20%
As per need 40%

41. Survey Characteristics
 Age group: 20 – 30
 Gender : 11 Male & 29 Female
 Sampling : Convenience sampling

42. Findings
BRAND PREFERANCE:
 72% of the respondent prefer Fair & Lovely
 15% of the respondent prefer Garnier
 10% of the respondent prefer Olay
 3% of the respondent others

43.  Major factors influencing buyers behaviour is Quality.
 People change their cream because it doesn’t suite
their skin.
 80% of consumers are satisfied with their current
brand.
 35% of consumers prefer brand outlets for buying.
 37% of consumers prefer departmental stores.

44. Background of Market positioning
 In 1975, HLL launched its first fairness cream
under the F&L brand.
 With the launch of F&L, the market, which was
dominated by Ponds (Vanishing Cream and Cold
Cream) and Lakme (Sunscreen Lotion), lost their
dominant position.
 The dominance of HLL's F&L continued till
1998, when CavinKare launched its Fairever
cream in direct competition with F&L.

45. Brand positioning
 Celebrity endorsement – competitive tool.
 The biggest challenges in marketing
communications - to break through ever
increasing media clutter.
 Users and non-users - brands perceive the brand
positioning meaning differently.

46. Background for men fairness creams
 Customer research which showed that 25-30% of
customers of Fairness creams were men.
 Customer insight paved way for a specialized
brand for men.
 Fair and Handsome is targeted at young urban
men aged 15- 35.
 Fair and Handsome is commanding a market
share of over 30-40% in the segment.

55. TOP 10 BRANDS FOR FAIRNESS
CREAMS
FAIR AND LOVELY

58. OLAY NATURAL WHITE

59. NIVEA VISAGE LOREAL WHITE PERFECT
SPARKLING GLOW

60. LAKME PERFECT NEUTROGENA FINE
RADIANCE FAIRNESS

61. FAIRONE BY SHENNAZ
FAIREVER HUSSAIN

62. OTHER BRANDS
LOTUS HERBALS BIOTIQUE

63. TURMERIC SKIN KHADI FAIRNESS CREAM BY
CREAM (OIL BASE) MEGHDOOT GRAM UDYOG
SEWA SANSTHAN

64. REFERENCE WEBSITES and ARTICLES
1. http://www.copperwiki.org/index.php?title=Fairness_Cream
2. http://businesstoday.intoday.in/story/fairness-cream-market-sees-
profit/1/17399.html
3. http://infobharti.com/indias-top-10/top-10-fairness-creams-in-india.php
4. http://www.scribd.com/doc/36712814/Consumer-Behavior-Study-of-fair-and-
handsome-cream
5. http://www.olay.in/en-in/Pages/NaturalWhiteProducts.aspx
6. http://www.garnier.in/_en/_in/our_products/trade8
7. http://www.fairandlovely.in/foundation/foundation.aspx
8. Tackling the 'Snow White syndrome' in India - Rediff.com Get Ahead.html
9. The Reasons Humans Have Different Skin Colors.html
10. BBC News - India's unbearable lightness of being.html
11. http://bodylotion.net/why-do-you-need-body-lotion-and-creams/
12. BBC NEWS South Asia India debates 'racist' skin cream ads.html
13. Tejas Article Fair & Lovely Redefining Beauty.htm