ASSIGNMENT

INFOMAX COLLEGE OF IT AND MANAGEMENT

(BMO11-3-M)

(STRATEGIC MARKETING MANAGEMENT)

HAND OUT DATE: (22/11/2019)

HAND IN DATE: (02/12/2019)

WEIGHTAGE: (50) %

INSTRUCTIONS TO CANDIDATES:
1. Submit your assignment at the administrative counter.
2. Students are advised to underpin their answers with the use of references (cited using the
Harvard Name System of Referencing)
3. Late submissions will be awarded zero (0) unless Extenuating Circumstances are upheld.
4. Cases of plagiarism will be penalized.
5. The assignment should be bound in appropriate style (comb bound or stapled)
6. Where the assignment should be submitted in hardcopy and softcopy, the softcopy of the written
assignment and source code (where appropriate) should be on a CD in an envelope / CD cover
and attached to the hard copy.
7. You must obtain 50% overall to pass this module.

1
 Executive Summary

Due to globalization and technological advances, today's women are not only subject
to domestic work, but also the rapid growth in the literacy level in rural and urban
areas have changed their mind-set and lifestyle. Exponential desires for fair skin tone
as a subject of confidence and beauty are particularly popular in Asian countries like
India, China, Japan, and Korea, which shows that Asian individuals are very much
sensible about skin tone. Fair skin in India is often viewed as a social symbol of
nobility culture and status, which go back to decades. India, as a warm nation, has
mostly people with dark skins and thus many people craving for fairer skin tone. Skin
colour has been one of the key features of a woman, considered prior to her education,
professional status or personality in the Indian society since decades. Other such
factors include; high education standards, demand from single working females,
national & international beauty pageants, societal pressure, marriage concerns.

This is an analytical report of women fairness cream industry in India by taking

whitening line of Pond’s brand as standard. This report comprises of factors that have
contributed increase in demand in women’s fairness cream market in India, a
marketing plan and appropriate marketing metrics of Pond’s whitening products.
 Introduction

People of various ethnic backgrounds embrace skin whitening over multiple centuries.
Ideas identified with appearance especially fairness, frequently used synonymously
with pale and white skin and linked with hierarchical socio-economic and social
structures demonstrative of progressive system, are recognized as social
commodification.

[ CITATION Pau16 \l 1033 ]The particular enthusiasm for skin whitening agents
originated in the1960s, driven by the incidental discovery of the whitening action of
hydroquinone on the black skins of U.S. workers daily exposed to this agent in the
rubber industry. It is a widely known and accepted fact that the idea of fancying
individuals with light complexion has had deep psychological and social influence on
women wanting to be fair. Exponential desires for fair skin tone as a subject of
confidence and beauty are particularly popular in Asian countries like India, China,
Japan, and Korea, which shows that Asian individuals are very much sensible about
skin tone.

Several colonists and invaders who came India in the 1400s including the British were
relatively fair-skinned and claimed themselves to be high-class and intellectual. It has
inadvertently become a tradition in which the fairer skin men and women ascribe
higher social status and authority which influence and frame the urge for a
Westernized definition of light-skinned beauty in India [ CITATION Mis15 \l 1033 ].
Fair skin in India is often viewed as a social symbol of nobility culture and status.
Moreover, India, as a warm nation, has mostly people with dark skins and thus many
people craving for fairer skin tone.

Hence, skin colour has been one of the key features of a woman, considered prior to
her education, professional status or personality in the Indian society since decades.
Other such factors include; high education standards, demand from single working
females, national & international beauty pageants, societal pressure, marriage
concerns. Today, Indian people are living in culture where mothers advice their
daughters not to play under the sun, where marriage classified ads still state “looking
for a fair skin and beautiful girl or boy”, and not only matrimonial ads but also
1
societies believe that being fair is good-looking and gorgeous [ CITATION Rom19 \l
1033 ]. Adding to such, the Internet and mass media currently also contribute
significantly to the promotion of such beauty ideologies, redefined lifestyle pattern
with adoption of western culture and growing brand consciousness with Bolywood
celebrities like Yami Gautami, Shahrukh khan, Varun Dhavan advocating them.

Moreover, the growth of skin lightening products in the market has convinced many
Indian women’s desire for fairer skin. Some major companies providing fairness
cream in Indian market include Dabur India Limited, ITC Limited, Emami Limited,
Hindustan Unilever Limited, etc. while L'Oreal India Private Limited, Nivea India
Private Limited, P&G, and Avon Beauty Products India Private Limited [ CITATION
Ind18 \l 1033 ]. Such factors have contributed the fairness beauty line to bloom in
Indian skincare industry.

Marketing Objectives
Marketing objectives are strategies that an organization aims to promote its products
or services in a given time frame to prospective customers. In other terms, marketing
objectives are the marketing strategy to accomplish the ultimate organizational
objectives. Marketing objectives determine what an organization expects from its
marketing activities to accomplish.
Marketing objectives for fairness cream industry involve:
 Generate market revenue of 5,000 crore rupees by the year 2023.
 Men’s fairness cream market expected to increase at 6-8 % CAGR over the
2018-2023 forecast periods.

Pond’s believes in skin nursing and skin softness, which gives women internal
comfort and confidence. It encourages that cleaner and healthier personality comes
from a strong and smooth appearance. Pond's in-depth study trusts in designing
strategies for ever-changing skin treatment concerns and reforms that last years at
various phases and lifecycles. Pond’s marketing objectives include:
 To retain its leadership position and increase market share and value.
 To improve R&D to uncover solution for all skin needs
 To grow customer engagement and brand awareness

2
Product
The Pond’s brand was originally founded in 1846. It is one of the beauty products
lines of Hindustan Unilever Limited. Hindustan Unilever Limited is an associate of
Unilever, a transnational FMGC corporation. Pond’s was founded by Theron T. Pond,
an American pharmacist in the United States when he invented “Pond’s extract”, a
healing tea extract from witch hazel which could be used as healing ointment
[ CITATION Int94 \l 1033 ]. With the birth of Pond’s institute in the 1990s, Pond’s is
devoted to advanced skincare research and diagnostics. Now it has a dedicated global
network of 700 scientists and skin specialists [ CITATION Sha19 \l 1033 ].

The Pond's Cold Cream and the vanishing Cream entered their way into the market,
and established Pond's reputation as a beauty brand. From traditional cold cream that
was deemed remedy back in the days, now Pond's compilation has a spectrum of skin
care products that not only deal with regular applications, but also in numerous
precise aim regions such as aging, acne, moisturizing, whitening and cleansing.

Pond’s has undergone a reputation of transitions, which have made a real difference
for women and their skin with innovation and advancement in beauty and skincare
market.

Target Market
Target Market aims at distinguishing a market into segments and focus on one or
several core segments that include consumers whose needs and preferences most
strongly fit the company’s product or service. Consumers who make up a target
market share similar characteristics.

1. Segmentation
Segmentation of Pond’s fairness products involves division of customers into
groups or segments on the basis of various characteristics as:

1.1 Demographic segmentation

This involves segmentation of customers according to characteristics like
age, gender, religion, lifestyle and income.

3
 1.1.1 Gender
Although fairness creams and beauty products for men are also available
in the market, Pond’s has only made available its fairness branch for
females while only providing other skincare products for men including
face wash, moisturizer and acne control.

1.1.2 Age
The age brackets defined for the Pond’s fairness products includes
teenagers (15-19 year olds) and young girls (20-27 year olds).

1.1.3 Income
Pond’s targets middle class, upper class and high-class women who deem
fit for spending for health and beauty.

1.2 Behavioural segmentation

1.2.1 Customer’s past behaviour

This involves customers who prefer products that help them get fairer skin
within affordable prices.

1.2.2 Brand loyalty:

Medium brand loyalty exists for Pond’s fairness range as customers can
transfer easily to other cosmetic brands due to availability of many
choices and price range to choose from.

1.2.3 Attitude towards product

Pond’s comes from Unilever, fifth most profitable Personal care property.
So, customers trusted in brand name and the quality. [ CITATION
Rom19 \l 1033 ]It was ninth most trusted brand in India (2010) survey.
The brand strength of white beauty Pond’s so powerful that Young and
Rubicon reviewed 5 lakh clients in 44 countries globally with 55 criteria.

4
 1.2.4 Usage
The market can also be segmented according to regular or seasonal
consumption, for gatherings, office use, sports outside, and holidays. In
such, consumers demand specific creams as per their use or need. Regular
usage Pond’s white beauty involves creams associated with skincare
routine like face wash and day/ night creams whereas BB cream is used
for outing usage.

1.3 Psychographic segmentation

1.3.1 Lifestyle
With a transition in lifestyle, the usage of different skin care products
changes. The market is targeted specially towards young female students
or young working, non- workingwomen are also targeted as all women
want to look beautiful and confident with respect to the society they live
in where fair is regarded beautiful.

1.3.2 Personality
Personality target for Pond’s fairness lines involves young and social
active women searching for true love and who want to look and feel
beautiful and confident in fair skin.

1.4 Geographic segmentation

Pond’s specially targets on metro and urban areas of India where brand is
well aware and distribution channels are available at mass.

2. Targeting
The main consumers of the Pond’s include people who pay special concern to
their skin complexion, face dust, tanning and moisturizing or people with beauty
on priority. Pond’s has provided a portfolio of product solutions for different skin
concerns including dryness, acne, dark spots, cleansing and ageing as well.
3. Positioning
5
 Positioning relates to the position of a brand in the consumers' perceptions and
how it distinguishes out among the rival products. It is one of the most powerful
marketing concepts. It is basically about the place a brand occupies in the mind of
its target audience.
The tulip flower in Pond’s logo represents delicate beauty of women providing
them with fortitude and suppleness. Pond’s whitening product range has been
positioned as feminine beauty line and as the only whitening cream that give users
the desired fairness along with natural pinkish glow and skin vivacity in few days.
With the tagline “Reveal your natural fairness hiding behind dark skin cells”,
Pond’s aims to provide its customers with a pure, white beautiful skin, reduces
dark spots and lights up skin.

Competition & Industry Analysis

SWOT Analysis
SWOT analysis evaluates the firm's strengths, weaknesses, opportunities and threats.
SWOT Analysis is a well-established management tool that allows a company like
Pond’s to assess its market & success against the rivals and the industry and to
develop business strategy. Strengths and weaknesses are internal to the company
whereas opportunity and threats are external to the company.

Strengths
 Recognized market leader
 Focused target market
 Quality & toxic free products
 HUL’s Strong financial backing
and distribution
 Product portfolio
 Marketing over the years
Weaknesses
 Incremental increase in costs
 Competition eroding margins
 Rural level penetration
 Small packaging sizes

Opportunities Threats
 Rural level penetration  Strong rivalry from international
 Modern independent women brands
 Indian perception for fair skin  Limited price market
 Fake imitations

Figure 1. SWOT Analysis of Pond’s

6
The above figure demonstrates the SWOT Analysis of Pond’s, which is further
described as follows:

1. Strengths
 Pond's is one of the leading market players of beauty care. This occupies
the mid-range and economical-range price brackets and has a solid mass
appeal.
 Although Pond’s has started offering products for men as well, since the
beginning, women have been Pond's main target market. In all their
communications, Pond’s beautifies women.
 It has a solid product portfolio and has consistently released a product that
has retained its brand life cycle in mature period.
 Pond’s being a brand of HUL has lots of advantages including plenty
financial backing and strong distribution lines.
 Strong brand ambassadors like Disha Patani and former Miss India
Navneet Kaur as well as excellent advertisement and branding promoted
the Pond’s White Beauty line and drived customer recognition.
 Other strengths of Pond’s white beauty range include its high quality and
its healthy ingredients, which are free from toxic and mercury.

2. Weaknesses
 The steady rise in costs for the company for shipping, research and other
manufacturing and operating expenses through the years is a huge issue
faced by Pond’s as a brand.
 Intense competition in the fairness cream market contributes to discount
rebates and hence lower margins.
 Other weakness involves small packaging sizes, which may be
inappropriate for some customers.
 Due to lack of awareness about proper skincare in rural areas, penetrating
such areas has been low for Pond’s. Cheaper price of rural products also
adds to Pond’s weakness because of relatively higher price of Pond’s.

7
 3. Opportunities
 Major opportunity for Pond’s white beauty includes today’s modern
women becoming more independent, outgoing and working and therefore
desiring for fair and glowing skin to look beautiful and feel confident at
college, work or anywhere.
 Poor penetration in rural market has been a weakness for many skincare
brands but by increasing awareness, brands like Pond’s can increase its
penetration in those areas as well.
 The Indian societal concept of fair skin to be beautiful and good-looking,
plus matrimonial commercials supporting those is also an upside for
Pond’s white range, which shows that market demand for fairness
products, will always be present in the Indian market.

4. Threats
 Strong rivalry from international brands in the beauty industry has an
impact in Ponds' market share growth. Existence as well as entry of many
fairness products in the market has always been a threat to Pond’s fairness
range including Fair and lovely, Lakme Perfect Radiance, Garnier white
and many other brands.
 The market price segment chosen by Pond’s is the middle price market,
which is smart, but it also implies Pond’s missing both upper and lower
price divisions. Therefore, Pond’s needs to spread its market to those
sectors for more high end products as well as affordable products are
available in the market.
 Fake imitation or Misuse of packaging designs can impact on Pond’s
brand quality.

Porter’s Five Forces Model

Porter's Five Forces is a mechanism used to assess the power structure and thus the
general productivity of a specific sector. These identify five competitive forces that
drive competitiveness and challenge business profitability. The competitive market
position of Pond’s in the fairness cream industry can be demonstrated with the help of
Figure 2 below and is further discussed respectively.
8
'a
h
H
y
)r
lirsw
p
u
n
e
g
m
o
-B
OV
P
L
Id
F
Industry
Buyer's

-High
Fair
b
M
(S
é,L
RC
v
t'W
&
G
k
-Homogenous
c
R
f
Rivalry
Power
Potential
Supplier's Power
(High)
(Very
(Very
--Large
-Multiple
L'Oréal,
High)
Substitutes
(Low)
Competition
& Lovely,
High)of
Large number
number of
Garnier,
suppliers
brands
buyers
Figure 2. Five Forces Model of Pond’s

availibility
supplier's
1. Potential Entrants

Lakmé, market
--Buyers' Olay,
The threat of potential entrants in the skincare industry is medium. High
funding and capital is required for research, development, manufacturing,
marketing, and distribution courses for skincare products. However, by

-Price
product
War
concentrating on particular requirements of market segments as skin
lightening, some small firms are able to penetrate into market. Hence, threat of

awareness
Revlon
potential entrants for Pond’s is medium.

9
 2. Potential Substitutes
Availability of whitening products from various national and international
brands in the market, unsatisfied customers of Pond’s can easily switch to
another brand to satisfy their requirements. Therefore, threat for potential
substitutes for Pond’s is very high.

3. Industry Rivalry
[ CITATION Dav11 \l 1033 ] Industry Rivalry is the strongest among the
Porter’s Five Forces. Fair & Lovely, L'Oréal, Garnier, Lakmé, Olay, Revlon
and many other skin care brands are rivals in the fairness cream industry for
Pond’s. Hence, there is high skin care industry rivalry.

4. Suppliers’ Power
This applies to suppliers' ability to control product prices. Since there are large
numbers of suppliers who can provide the same raw materials for skincare
industry, they have low bargaining power over price as skin care companies
can easily switch suppliers; the supplier power in the skincare industry is low.

5. Buyers’ Power
Due to high competition and availability of similar products, the buyers’
power in the skin care business is high. Customers of skincare industry
possess credible backward threat and can threaten to buy or switch to another
brand as well can reduce product price. The price sensitivity of consumers,
their good market awareness and purchasing standardized products in volumes
also advance the negotiating power of buyers. Despite having high brand
awareness in India, due to high competition and market availability, there is
less brand loyalty.

Marketing Mix Strategies

The 4P’s reflect an integrated marketing array of decisions, activities and programs
that can boost the significant impact of individual when developed and implemented
appropriately. The elements of marketing mix include:

10
Product
Pond’s is widely renowned for its products that deliver a real feeling. Pond’s has
implemented niche market approach; the goods are formulated with the specific skin
specifications taken into account. Pond’s has segmented its product ranges into
various skin care concerns: cleansing, moisturizing and acne care for both men and
women; whereas ageing and skin brightening concerns for women only. For skin
lightening or uneven skin tone concerns, Pond’s has designed the following product
lines and products keeping in mind the various skincare needs and routine required by
any woman:

1. Pond’s White Beauty

 White Beauty BB+ Fairness Cream SPF 30 PA+++
 White Beauty Tan Removal Scrub
 White Beauty Pearl Gel Face wash
 White Beauty Daily Lightening Face wash
 White Beauty Spot-less Day Cream
 White Beauty Peel-off Instant Brightening Mask
 White Beauty Natural Spot-less Lightening Cream
 White Beauty Natural Spot-less Lightening Facial Foam

2. Pond’s Pure White

 Pure White Deep Cleansing Facial Foam

3. Pond’s Flawless White

 Flawless White Visible Lightening Day Cream SPF 18 PA+
 Flawless White Deep Whitening Facial Foam

Price
With strong mass attraction, Pond’s has been the brand choice for middle-class people
in the society. It achieved strong market capitalization again and again with the launch
of new products. Pond’s is dealing with fierce competition from many competing
brands. Taking in consideration of price sensitivity, Pond’s has integrated the
competitive pricing strategies and retained its fair pricing in order to gain competitive
advantage over its rivals. It also incorporated a promotional strategy to reach a
11
broader consumer market and provides multiple benefits and discounts at times. This
tends to improve bulk sales and profits.

Place
First introduced in the United States back in the 1800’s, Pond’s is sold worldwide
nowadays. Its largest markets are in Spain and in Asia, including India, Japan and
Thailand. In India, Pond’s products are distributed through strong network of its
parent company, HUL and therefore are available at almost every local shops as well
as department stores or showrooms. Moreover, in today’s digital world, Pond’s
products can be reached and bought online at various online sites and get delivered at
customers’ preferred location.

Promotion
Pond’s is a multinational brand and has campaigned at the nationally for its goods
since 1886. A marketing firm was founded under the slogan “Every skin needs two
creams" in 1916, which doubled the sales of Pond’s. In the past, Pond’s had used
celebrities to promote their products for various themes, such as ‘She's Engaged’,
'She's Lovely’, ‘Under Skin’ etc. Pond’s have created different catch phrases such as
"As beautiful as you want to be," "Googly Woogly Woosh," to aware more
customers. It has introduced several advertisement campaigns both online and offline.
Pond’s has verified profiles and is present on different social networking platforms
such as Facebook, Twitter, Instagram, YouTube and blogs for brand marketing. On its
official YouTube, it offers a “My Skin Advisor” feature, which guides customers on
Pond’s products with respect to their skin concerns and appropriateness.
Queen Marie of Romania was a regular user of Pond’s and among the celebrities
related with Pond’s. Such associated celebrities in India include lleana D’ Cruz, Miss
India Navneet Kaur and Amy Jackson.

Marketing Metrics
Metrics are the cornerstone for an effective marketing strategy. Marketing Metrics are
measurable attributes used by marketing groups to assert product efficiency
throughout all marketing platforms and allows resolving the predictability barrier. It
allows us to create and monitor improvements of marketing efforts made for brand,

12
product or service in qualitative as well as quantitative form and hence assist in
decision-making.

In case of Pond’s skincare, Brand metrics deems suitable. Brand metrics facilitates
companies to recognize how the brand versus competing brands functions in the light
of consumer expectations. It is the measurement of the brand performance
quantitative criteria in a given market and period, which is an important tool that
allows the company to calculate brand-build activity effectiveness in relation to
marketing and business expenditure in the enterprise. Brand Metrics is further
classified into behavioral, perception and performance metrics.

Behavioral Metrics
Behavior metrics is the result of an assessment of personality, which includes indirect
questions to assess and analyze the interests, concerns and motives of people. This
metrics is associated with measurement of behaviors of employees of the company for
brand promotion. Employees are scored on how well they performed in meeting
assigned objectives of the organization. This involves proper understanding of
organizational goals and objectives, which are processed by employees and delivered
to the customers. Behavioral Metrics analyzes the product or service delivered in the
market by employees of the company.

Perception Metrics
This involves actual perception of customers about the company brand. It measures
the brand value through the shoes of customers. Perception metrics is used with the
view that the key element for the success of a brand is not views of its own but that of
the intended audience. Buyers define what makes a fine or poor business of any value
or significance, positive or negative, trustworthy or discreditable. Pond’s has strong
advertisement and promotional portfolios which helps build strong brand value among
its customers.

Performance Metrics
Performance metrics are described as figures and information that reflect the
activities, competencies, and ultimate quality of a company. It provides solid data and
findings that calculate well-specified quantities of how well a company is doing. It is
13
a financial perspective of brand metrics, which helps deviate where investment is
required and where costs should be cut.

Conclusion & Recommendations

As previously discussed, Indian women desiring for fair skin go back to decades,
which was highly influenced by Indian history of being invaded by the whites or the
British who claimed them fairer and therefore of higher class. India, as a warm nation,
has mostly people with dark skins naturally crave for fairer skin tone. Such
Westernized definition of light-skinned beauty in India and the natural Indian dark
skin tone is more influenced by today’s mass media and Internet usage which has
further encouraged people of beauty standards.

Indian customers are becoming more concerned and active regarding skin care
products and this can be seen as a gold mine for this cosmetics industry. The desire
for fair skin in India since history, its societal perception, modern beauty standards
and lifestyle have leaded the fairness cream market to grow tremendously in India.

Pond’s has been able to retain its brand name since the 1800’s as a pioneer brand in
skincare and beauty products. Famous for its cold cream since more than 187 years, it
is impressive that it has sustained its well-marked niche in the cosmetic line by adding
new smiles every day. Since brand is one of the most important factors in cosmetics
industry, Pond’s has been acing it through proper promotion strategies and
campaigns. Along with proper understanding of customers’ necessities and offering
segmented products for specific concern, Pond’s has also been able to connect and
listen with its customers through the “My Skin Advisor” feature on YouTube. This
has increased brand value and loyalty of Pond’s.

Brand being the key feature in skincare industry, the marketing metrics best suited for
Pond’s is Brand Metrics, which helps measure and show brand position in the market
with respect to the business financing. Behavioral metrics involves employees
understanding of what is expected of them and their core objectives to be performed,
which ensures measure of service provided to customers by employees. Perception
metrics helps evaluate brand value through customer’s perception. Hence, these assist
14
Pond’s to measure customer overall satisfaction towards the company and brand
value. Performance metrics guides the company to recognize differences in planned
and actual performance of the marketing strategies and tools used by the organization.
Therefore, with the use of Brand metrics, Pond’s can analyze improvement
requirements to find discover future needs of customer and ways to engage them and
hence retain its leadership position.

In spite of having excellent promotional strategy and well-defined product niche, the
skincare industry is dynamic with intense rivalry including both national and foreign
competitors. Following recommendations are suggested:

 Pond’s has also developed products for men’s skincare but fairness range
products for only women. With rapid growth of men’s fairness cream market,
Pond’s is missing out a huge opportunity. Top players being Emami Fair and
Handsome, Fair & Lovely Max Fairness cream (a brand of Pond’s own parent
company HUL), Garnier Men Powerlight, Nivea Men Dark spot and L'Oréal
Paris Men Expert in the men’s fairness cream industry, Pond’s can mark too as
it has with other men’s skincare lines.

 Pond’s has a limited price market, which is a smart price group chosen but it is
lacking both the low end and upper end segment market. Having numerous
rivalries in the industry, Pond’s is recommended to grow and extend to those
price segments as well.

 Another important recommendation for Pond’s is the rural market penetration.

Due to lack of proper awareness and comparatively higher price products to
that of rural products, Pond’s penetration in the rural areas is very less. For
this, Pond’s can create promotional campaigns and awareness programs
focused on people in rural areas as well. Extending to low-end price segment
can be another solution.

 More emphasis on natural ingredients can be given in products making it more

user-friendly and nature-friendly.

15
References

David, FR 2011, Strategic management: concepts and cases, 13th edn, New Jersey:
Prentice Hall.

India Fairness Cream & Bleach Market Size, Share, Forecast, Key Players,
Opportunities, Growth, Outlook, 2023 2018, viewed 25 January 2020,
<https://www.openpr.com/news/976200/india-fairness-cream-bleach-market-
size-share-forecast-key-players-opportunities-growth-outlook-2023.html>.

'International Directory of Company Histories' 1994, vol 8.

Katariya, R 2019, 'Analysing the Brand Performance for Fairness Cream Ponds
White Beauty in Indian Market', Journal of The Gujarat Research Society, vol 21,
no. 16, pp. 557-563.

Mishra, N 2015, 'India and Colorism: The Finer Nuances', Global Perspectives on
Colorism (Symposium Edition), vol 14, no. 4, pp. 725-750.

Pauline Burger, ALSA,MXF 2016, 'Skin Whitening Cosmetics: Feedback and

Challenges in the Development of Natural Skin Lighteners', Cosmetics, p. 24.

Sharvari 2019, Pond's Silk Cream Review : Bloom Like A Tulip With Silky Soft Skin,
viewed 25 January 2020, <beautyglimpse.com/ponds-silk-cream-review>.

16