Fairness Market in India: Case Study

1. Product Line of HUL

Fair and lovely – Ayurvedic care ( Rs. 60 for 50 gms), Lovely fairness cream, Fair and lovely anti marks (rs. 70 for 100gms), Fair and lovely oil control fairness gel.Perfect Radiance – For premium consumers.

2.

Brand Name Pricing Differentiation Positioning DistributionFair and Lovely It kept a low

pricing as it wanted to penetrate the market quickly. Then afterwards it also forayed into premium market. It followed penetration pricing strategy.

It was the first brand to enter the Indian market for this sector of fairness products.

Positioned as the affordable fairness cream.

It focused in making the product available at all retail and mom n pop stores. It entered the untapped rural market.

FairOne Premium pricing for the highly upmarket consumers.

It differentiated itself from others by providing a herbal beauty product. The Ayurvedic touch to the product gave it a edge over others in the global market.

The name of Shehnaz Hussain was a strong positioning element. It was positioned as a premium beauty product for upmarket consumers. Although later it entered low end market and men’s cream.

It had the most unique retailing technique. It integrated itself from manufacturing to retailing. It opened 200 beauty centres and specialized training was also provided.

Fairever Pricing was set higher than HUL at Rs. 42 per 50 gms owing to its product differentiation.

Product Differentiation: Ingredients used are Kashmir saffron & milk. Natural ingredients

The Natural Fairness Cream that brings out the natural beauty from within.

It focused on exclusive distribution with customised packaging.

Fair & Handsome Pricing was set lower than its competitors at Rs. 57 for 60 grm pack. Also for rural markets sachets were provided at Rs.

Based on ‘Unique 5 Power fairness System’. It was the fairness cream foe men focussing on double strength peptide complex,

Fairness product exclusively for men.

Emami was already a established player, so it could use its existing network for the distribution of fair and

10 for 10 grms. Sunguard, Anti-backplus, stress buster, herbocool.

handsome.

L’Oreal White Perfect

Priced itself higher than its competitors. It was priced at Rs. 600 for 50 ml pack.

It differentiated its product based on day night moisturising cream.

Healthy flawless skin in addition to fair skin.

Focussed on high end consumers and also provided personalized services through brand advisors.

Olay Its price ranges from Rs. 450 – 550 for 50 grms.

It focused on other skin issues like oiliness and dead cells.

It was positioned as high end fairness product.

It was available in major stores and retail outlets.

3. The Way forward for Skin care manufacturers in India.

The Indian market for skin care products is growing at 9.1% currently. Owing to the increase in the disposable income of the consumers, there is a increasing possibility of people buying aspirational products like fairness creams. There is a scope for earning higher profits from this sector.

Also the threat to the industry is from foreign products. Increasingly educated consumers are willing to buy foreign brands as compared to Indian products even if they have to pay a premium for the same.

The Indian manufacturers are expanding their operations to the global markets. This strategy can be fruitful owing to the popularity of the Indian traditional beauty products in foreign markets.