After showing the TVC to a total of 18 respondents so far, the major pattern observed in their response

was firstly the word "Lakme Foundation" or "Lakme 9 to 5 foundation", after probing them further on this
the second most widely used term was "Lightweight" and not "Weightless". This pattern was observed in
14 respondents out of 18. Also, an interesting thing to note was, that only the respondents using
foundation has used the term weightless foundation and knew exactly what is meant.

The number of respondents who are using BB or CC cream were 8. They seemed to believe that a BB or
CC cream is not harsh on your skin like a foundation and is much more moisturizing which can be used
just like a cream. For the respondents who were not using BB, CC or foundation, they said if they had o
choose between these two products, they would rather go for BB or CC cream and not foundation because
of their preconceived notions or even a compact powder for that matter. However, in Hyderabad the
respondents were either not aware of BB or CC cream or they were using whitening creams like Ponds
and Fair n Lovely and were happy with it.