Consumer Behaviour While Purchasing Fair and Handsome
Faculty Contributor : Avinash G. Mulky, Professor
Student Contributors : Ajay Jain, Debasish Das, Karthik Rangarajan, Praveen Singh, Sulakshana S
It is common perception that many Indian women are partial towards fairer skin. Recently, noted dermatologists commented that people are now openly asking for a solution to something that has been an obsession through the ages. Equating fairness with beauty has turned out to be a key consumer insight in the case of the fairness creams industry with Hindustan Unilever capturing nearly 53% of the market share with Fair & Lovely. The company has drawn particular scrutiny for its promotions and advertisements featuring darker skinned women turning fairer on using the cream. This article attempts to chart the typical user of a fairness cream by segmenting the market, develops a positioning statement for Fair & Lovely and makes suggestions to increase the brand potential.
Fair & Lovely: Evolution of the Brand
Hindustan Unilever 's star product in the fairness creams segment had evolved into one of the most successful brands over three decades in as many distinct phases. Phase 1 saw the launch of the product in 1976 on the basic premise that "younger women wanted to have fairer skin in order to attract a better looking husband." HUL marketed this brand as a beauty cream capable of providing fairness within 8 weeks. The value proposition lucidly communicated to the consumer base read, "Get noticed by the man of your life."
During Phase 2 of Fair & Lovely 's evolution, the brand talked to a younger college going woman who is self confident and more modern in her outlook and believes home remedies for facial care to be old fashioned. In Phase 3, this further metamorphosed into a brand offering emotional benefits for achievers who actively seek solutions and do not look at marriage as the ultimate source of personal achievement. Fair & Lovely thus became a brand which communicated a message
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