COSMETIC INDUSTRY FOR MEN:

ENTRY OF COMPANIES
Potential of cosmetic market:
Study by Emami-29% of the users of fairness
cream were men in early 2000.
Total size of grooming products-Rs8.0 bn in
2007
Assisting force-
i) Increase in consciousness among
men regarding their look
ii) Un-availability of any grooming products
specially for men
Strategy: EMAMI:
Requirements of men and women
different
Tapping the demand by developing
products for men only
Promotion of the product through
media – “Mard Ho Kar Ladkiwali
Cream?
Colaboration of Activor Corp in US
and others in India to develop the
product
Targeted customers – Both rural &
urban across class
Result – Sales of Fair and Handsome
reached Rs160 million in just 11
months of launch
Stratagy: Hindustan Lever Limited:
Emphashis on brand
strength-”Fair &
Lovely”
Intensive promotion
through media
Targeted both urban &
rural area
Offering products at a
competitive rate
Strategy: “Nevea for men”in India:
Production of varieties of
products
Promoted by extensive
promotional activity
Target a different customer
segment- “Upper & middle
class” rather than
competing with others
Targeted market share-5%
of the Indian market by
2012
Suggestion:

 Nivea can operate in the rural area

 Products can be provided accraos class

 Fairness products can be produced on age basis

THANK YOU