By

Hina 23
Praggya 89
Nihareika 91
Gaurang 79
Isha 81
 HLL’s Brand (now Unilever)
 Launched in 1975
 Marketed by Unilever in 40 countries in Asia,
Africa and the Middle East, with India being
the largest single market
 Claims to offer dramatic whitening results in
just six weeks
 Has now also launched gels and soaps
 Brand Structure
 Family of products
 Single product with line extension

 Brand Extension
 Soaps

 Brand Policy
 Renovation rather then innovation
 Entire Asia Region where Fair skin amounts to
a higher status in life
 Fairness creams command a 48% share in the
skin cream segment
 All segments of women
 Now they have launched a product for men as
well
 Volume share of 82 per cent of the fairness
creams and lotions category in July 2003 as per
the AC Nielsen retail audit.
 By value also, Fair & Lovely's share was 82 per
cent.
 In terms of growth, Fair & Lovely recorded a
volume growth of 16.7 per cent in July 2003
over July 2002.
 Value growth for the brand was 10.4 per cent
during the same period.
 CavinKare’s brand Fairever
 Godrej’s FairGlow
 Combined market share of 16%
 Saffron extracts
 Claims of using only Natural Products
 Countered by Fair and Lovely by launching its
new lines of Herbal and Ayurvedic Variants
 Fairness Soap- claims to whiten the entire body
as opposed to just the face
 Contains OXY-G
 Fair and Lovely Launched its own soap
 A package sold in market displays one face six
times, in an ever-whitening progression, and
includes before and after photos of a woman
who presumably used the product
 On its website the company calls its product
“the miracle worker” which is proven to
deliver one to three shades of change
 Fair & Lovely’s heavily aired television
commercials typically contain the message of a
depressed woman with few prospects that gains a
brighter future by either attaining a
boyfriend/husband or a job after becoming
markedly fairer, which is emphasized in the
advertisements with a silhouette of her face lined
up dark to light. It is interesting to note that in the
print and TV advertisements, as the woman
becomes ‘whiter’ she also becomes noticeably
happier! Such advertisements have attracted much
public criticism, especially from women’s groups
at every place
 Unilever has countered the criticism it has
received for its Fair & Lovely advertisement by
saying that complexion is one of the Asian
standards of beauty and that it is a dimension
of personal grooming: “A well-groomed person
usually has an advantage in life”.
 Sadly Indians do believe in the superiority of
the fair skinned
 Phase I :
 Launch of the product on the basic premise that "younger
women wanted to have fairer skin in order to attract a
better looking husband."
 Value preposition : "Get noticed by the man of your life.“
 Phase II :
 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.
 Phase III :
 Brand laddering
 Launch phase – building efficacy and safety as it
was the first brand that was offering real, tangible
fairness.
 Romance phase – there were a series of films made
on getting the man of one’s dreams. In addition,
Fair & Lovely also spoke to the married women
about keeping the spark in the marriage alive.
 Destiny phase – this is the phase about achieving
one’s dreams and desires. The key communications
that epitomise this phase are the Airhostess ad, the
Cricket ad and the Ayurveda ad.
 ‘Rescripting Destiny’
 a brand that stands for “beauty that empowers
a woman to change her destiny”.
 The brand’s commitment towards empowering
women has inspired the initiation of Fair &
Lovely Foundation.
 Whiteness, even the packaging – pink and
white, colours to promote a fair,
 beautiful and spotless skin. Also by
introducing a 5 Rs. Pack, they are also targeting
the lower
 segment, leading to further market penetration.
 The personality of this brand essentially is
Feminism and beauty.
 The brand projects sophistication, feminism and
beauty in each of its marketing and positioning
efforts.
 Ironically though, if we may call them the spill-
over effects, the perceived advantage of fairer skin
have attracted the male segment as well.
 In fact, they constituted a major chunk of the
product users. And this is what led to the
development of similar male-oriented products.
 Fair and Lovely stands for fair skin
 Attracts women with a wheatish and dark
complexion, who want to become fair and
beautiful and fulfil their aspirations in life i.e.
to find a handsome match or a desired career
e.g. a fair and lovely
 Commercial shows a girl achieving the
ambition of being a cricket commentator.
 The brand primarily targets the middle class
woman
 not had many avenues to materialize her
aspirations in terms of career plans etc.
 by spending a paltry amount, as little as Rs 5
strives to add on her to self-esteem & raise her
social status by acquiring a beautiful, fair skin
and thus an advantage in all that she ventures
into.
 Complexion is one of the Indian standards of beauty
 beauty has always been equated with fairness.
 Indian culture has always heralded a fair beautiful woman
as one who is much sought after and one who usually has
an advantage in life.
 Fair and Lovely advertisements leveraged this aspect by
initially showcasing how within a span of six weeks of using
Fair n Lovely, a dark complexioned, not-so-happy girl
acquires fairer skinand gets a respectable match and thus a
happy life.
 Eventually, the focus shifted towards the more career-
oriented woman. They too were shown to have an
advantage in life pan fair skin.
 Relationship: A credible brand which promises beautiful
skin to the consumer.
 The company was forced to withdraw
television advertisements for the product in
2007.
 Time to time there have been complaints in
ASCI
 Garnier light matte
 Olay total effects
 The uproar over `demeaning' fairness creams
advertisements which had erupted does not
seem to have blemished brand sales in any
way.
 Strengths
 Distribution network
 Brand Awareness & Recognition
 1st movers advantage
 Positioning and Pricing
 Aggressive Marketing
 Weaknesses
 No innovation
 Same Products with some Variation
 Opportunities
 Face Wash and other Personal Care segments
 Growing Indian Economy
 Threats
 Many new players
 Loss of premium placed on fair skin
 Flak from Human Rights Activists
 Face Washes
 Body Washes
 Project their Social Initiatives
 Move Focus of Advertisements from Fairness
Leading to Success