Presentation on Fairness Industry

1. Group Members:
Anushree Mazumdar
Bharat Patel
Pankaj Agarwal
Pousali Mukherjee
Prabar Rakshit
Sushmita Mukherjee
Tamashree Sutradhar

2.  India’s cosmetics market is reportedly growing at 15-20%
annually which is as twice as fast as that of the U. S. and
European markets. The growth rate in the cosmetics market
reflects increasing demand for beauty care products in India.
 Demand for skin whitening products by men as well as
women, is driving the trend, but other beauty products are not
far behind.
 Recent cosmetics business market analysis reveals that
many international companies are now outsourcing cosmetics
to India
 The celebrities like Sonam Kapoor, Shah Rukh Khan, John
Abraham and Katrina Kaif are brand ambassadors for major
fairness creams.

3.  While the overall cosmetics industry is growing at
15% year-on-year, fairness creams constitute a
huge market with sales worth nearly Rs.2,000
crore (Nielsen 2010 figures).
 Of this, men’s fairness creams account for 10%,
though growing at 30% year-on-year.
 The importance of male grooming is clear, with the
market worth Rs.695 crore and growing at 11
percent.

5.  Fair and Lovely - HUL
 Fair and Handsome - Emami
 Garnier – Loreal
 Ponds - HUL
 Nivea

6.  Fair & Lovely Multivitamin Cream
 Fair & Lovely Ayurvedic Care Cream
 Fair & Lovely Winter Fairness Cream
 Fair & Lovely Anti-marks Cream
 Fair & Lovely MAX Fairness Cream
 Fair & Lovely Body Fairness Milk
 Fair & Lovely Multivitamin Facewash
 Fair & Lovely MAX Fairness Facewash
 Fair & Lovely Menz Active

8. Men Power Light
Intensive
Fairness Face Wash
Daily Care
Moisturizing Cream
Skin Naturals Light
Moisturizer
Skin Naturals
Gentle Cleansing
Milk
Skin Naturals Pure
Active Blackheads
Uprooting Scrub
Men Power Light
Intensive Fairness
Moisturizer
Men Power Light
Sweat +
Oil Control Fairness
Moisturizer
Skin Naturals
Pure Active Face
Wash

9. Men Oil Clear
Facewash
Skin Naturals Light
Fairness Face Wash
Skin Naturals Pure
Exfoliating Face Wash
Skin Naturals Gentle
Facewash
Skin Naturals Light Over
Night Cream
Skin Naturals Sun
Control Daily Moisturizer
Light 3 in 1 Fairness
Skin Naturals Gentle
Soothing Face Wash
Skin Naturals Wrinkle

10. Pond’s Daily
Facewash, Scrub
Pond's Pure
White
Pond’s Vanishing
Cream and Cold
Cream
Pond's
Moisturising
Body Lotion
Pond's White
Beauty
Pond's Flawless
White
Pond's Age Miracle Pond's Gold
Radiance

11. SPF
Anti
Ageing
Night
Cream
Cold
cream
Face
wash
Moisturizer
Fairness
Cream

12.  Hindustan Unilever Limited (HUL) has separate brand categories
for fair enhancement:
FAIR
AND
LOVELY
PONDS LAKME
VASELIN
E

13. Based on Gender:
 Male - Fair and Handsome
 Female - White Beauty
 Unisex - Cold Cream

14. Internal
Rivalry-
High
Threat of
New
Entrant -
Low
Supplier
Power –
Low to
Medium
Threat of
Substitut
es - Low
Buying
Power -
High

16. Brands Anti Ageing Anti Acne Sun Care
Skin
Whitening
Moisturizer
HUL
Ponds Age
Miracle
_
Lakme, Fair
and Lovely
Ponds white
beauty, F&A
Ponds,
Vaseline,
lakme
P&G
Olay Age
Protect
_
Olay
natural
white sun
Block
Olay Natural
white day
cream
OLAY
J&J
Neutrogena
Age Shield
Neutrogena
Oil Free,
Clean and
Clear Acne
Clearing
Neutrogena
sheer Dry
Touch sun
block
Neutrogena
Fine
Fairness
Lotion
Nuetrogena
, Clean And
Clear
Loreal
Loreal Solar
Expertise,
Garnier
Wrinkle Lift
Garnier
Pimple
Control
Loreal
Solar
expertise
and sun
protection
Loreal
Relighting
Whitening
facial foam
Garnier

17.  Emami was the first company to launch the first
fairness cream for Men i.e. Fair and Handsome.
 Ponds was the first company to come up with anti
ageing cream.
 Johnson & Johnson were the first to introduce
Anti- acne cream.

18.  Niacinamide - known to control dispersion of melanin in
the skin
 (Vitamin B3) is a water-soluble vitamin and is widely
distributed in cereals, fruits and vegetables.
 Magical Ayurvedic blend of Kumkumadi Oil – a mixture of
16 Ayurvedic ingredients, which enhances complexion
and cures discoloration of skin
 Triple sun screen protection system to protect from the
UV rays.
 Launch of several new products each and every time.

20. Innovators
Late
Majority
Laggards
Early
adopters
Early
Majority

23. “ With the consumers brand is also growing,
With the modernization of consumers brand is also modernizing
With the transformation of women, the brand is also
transforming with their changing needs”

24. FAIR AND LOVELY

25. Fair and Handsome ( Emami)
 The brand is being positioned as the
fairness cream that can make men
handsome and also attractive to girls.
The brand uses the tagline “Be fair be
Handsome”.
 The brand has to be appreciated for
creating a category. It is true that men
use creams meant for women. Hence
there is a logic in creating a brand for
men in this category.
 In the face of emerging competition
Emami has moved aggressively to
promote Fair & Handsome by roping in
Bollywood icon ShahRukh Khan as its
brand ambassador.

26. Ponds – HUL
 A brand that has tried to evolve with the
changing persona of Indian Women.
 This is a brand that has celebrated Women's
courage and personality.
 Ponds from its inception had a plan to come
up with vanishing cream what will remove
dark spots from your skin.
 Ponds has come up with Ponds Age miracle
, Ponds gold radiance. Not only that Ponds
has also come up with a face wash Ponds
flawless white.

27. Garnier- Loreal
 Garnier has come up with Garnier Power light
for men.
 They came up with a face wash for men ( Men
oil clear face wash)
 Garnier makes sure that their ads convey the
below mentioned values(Quality, Technology)
of the product. For this reason the company
has roped in John Abraham as the brand
ambassador

28. Garnier- Loreal
 Garnier has fairness cream for women also
(Skin Naturals Light Moisturizer)
 They have launched anti aging cream for
women (Skin Naturals Wrinkle Lift Cream)
 When it initially launched into the fairness
sector, we saw the not-so-well-known
model Nicolette Bird endorsing the
products. At the time of the release of this
ad, she was a budding model and its only
later that she ventured into films as an
actress

29.  It is common that people don’t want to be tanned,
so NIVEA has developed whitening products to
reduce the suntan.

31. PONDS WHITE
BEAUTY ( HUL)
 HUL has used outdoor
campaigns and events .

32.  One may have caught the movie trailer of Kabhi Kabhi Pyar
Mein on television – a film starring Priyanka Chopra, Saif Ali
Khan and Neha Dhupia. But as most would have now
guessed, the movie itself is just a smokescreen; it is actually
a mode of advertising to announce the launch of Pond’s’
new skin whitening cream.

33. The newly crowned Miss India
2013 Navneet Kaur Dhillon,
who is currently basking in the
glory of her prestigious win,
has been announced as the
face of Pond’s white beauty
BB+ Fairness cream. This
association marks
the beginning of Navneet’s
career as she features in the
TVC for the latest innovation
from the Pond’s portfolio.

34. Ponds have organized
different kind of
events like model
hunt.

35.  HUL's advertising strategy for Fair
and Lovely has always been
something like "kaale ko gora
bana de".
 A typical print advertisement
involves a montage of images of
the "Fair & Lovely woman" as she
progresses through the various
stages of the skin-whitening
process. The Fair & Lovely model
has come to be emulated as a
brand character by millions of
women across the nation who wish
to be as successful as she is, with
the promise of paler and more
beautiful skin.

37.  Fair and lovely
Scholarship programs for
women graduate post
graduate and PhD aspiring
 Yami Gautam as brand
ambassador of Fair and
Lovely

38. Sales Promotion
 Price discounts
 Price pack deals
 Coupons

39.  FMCG company Emami
Limited has relaunched
Fair and Handsome, its
fairness cream for men,
with a new commercial.
features brand
ambassador Shah Rukh
Khan.

40. Garnier- Loreal
 Genelia D'souza encouraging you to
compare your skin tone fairness. At the time
again, she was seen endorsing every
second brand on television and was clearly
declared as the next-big-thing.
 Priyanka Chopra was seen to endorse their
new product Garnier Light Ultra.
 Sales promotion has been a part of strategy
as well. Power light sachet has been
distributed with a copy of a particular
magazine in certain southern states of India.
Even sachets were also distributed with
electric bills in Eastern part.

41.  NIVEA's campaign “Beauty is…” which
was launched all around the world,
helped NIVEA to strengthen the image,
and help them to connect with their
customers.
 They translated this campaign into
different languages so that it can
connect with people from different
countries to create a common
understanding.
 Print advertisements that show
interpersonal relations between people
that have attracted the customers
 They have started internet projects
where customers can visit their
homepage and share their experiences

42. Anushka Sharma has been
roped in Nivea's newest
ambassador to advertise their
range of body lotions.
Nivea for men had conducted
various events.

43.  It comes in a beautiful
looking sleek tube, easy
to carry in your bag.
 The product comes in
Green glass jar with a
white inner lid. The
glass is so cute and
quite heavy,

45. HUL, in particular, has paid a
great deal of attention to the
product’s packaging with all
three variants of Fair & Lovely
- multivitamin, ayurvedic
balance and anti-marks -
available in different colours -
reddish-pink, brown and blue.
This fairness cream comes in a
neat tube which is packed inside
an outer carton. The tube is neat
and white it colour whereas the
twist type cap is green. The
nozzle is long with a moderately
small hole to dispense the
product.

46.  The product comes in a
simple beige tube
packaging. The plastic
opaque packaging has a
slight sheen to it, the
screw on cap is
transparent and the tube
has a sleek look.
It comes in a glass tub that
looks bright yellow and
opaque when the jar is full.
The jar is actually transparent
and has only a slight yellow
tint. It has a white plastic
screw cap that makes this
leak-proof.

47.  The Emami fair and handsome cream for men comes in a
simple ashy silver coloured tube with a screw cap. The tube
is compactly packed inside the outer carton. The cap is
sturdy and firm.

48. Everything is “FAIR”in
Love and War.

49. http://www.unitedworld.edu.in/
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