PERCEPTION OF COLLEGE

STUDENTS ABOUT FAIRNESS

PRODUCTS

Presented By:
Group II
How have women dealt with dark skin and fairness over ages? We tried digging some facts!
Insights we want to highlight:
“Fairness = Less Dowry” “Fairness = Better Job” “Fairness, that important? “Fairness? I am more than that”

Age: 60+ yrs Age: 40 to 59 yrs Age: 25 to 39 yrs Age: under 25 yrs
Fairness Importance Meter

Low High Low High Low High Low High

Fairness Products Usage Meter

Low High Low High Low High Low High
Marketing Messages
Lot of skincare brands have moved away from their traditional way of promoting fairness creams; HUL has stopped
linking fairness to professional and personal success of women
Brands like Fair & Lovely have moved from taglines such as “badle aap, badle zindagi” which focused on how using
fairness creams can change a women’s destiny to “gorepan sa kahi zyaada, saaf gorapan

The brand communication has shifted from superficial beauty to inner beauty

Vini Cosmetics Pvt. Ltd,makers of skincare brand Pretty 24 are trying to debunk fairness related myths in their
advertising campaign
Banjara’s, a Hyderabad based natural cosmetic brand has initiated a campaign ‘Proud of My Color’ which aims to
change the perception about the quest for fair skin

Brands are focusing now on providing solutions to skin problems

New Product Development
New category of products such as beauty balm (BB), CC cream, anti ageing creams are
gaining momentum

Brands like Fair & lovely have launched their own versions to stay relevant in the market

Due to increasing awareness of high level of pollution in urban areas, lot of skincare
brand are launching anti pollution creams

A lot of skincare brands are innovating their products and moving toward herbal, organic
and natural products as demand for skin friendly formulations are increasing

The organic skin care market is poised to grow at a CAGR of nearly 20% for the forecast
period of 2016-2020
Banjara’s