FAIR AND HANDSOME

Presented By:
Rashi Saxena
Urvi Gulati
Kaustubhi Harit
Tarun Kumar Mann
Ankita Garg
 ●
Double side Peptide
Unique
Unique 5
5 Complex
Powered
Powered
●
Sunguard
Fairness
Fairness
●
Stress Buster
System
System
●
Anti- Bacplus
●
Herbocool

●
73% found to be fairer
Dermato
Dermato ●
78% found it to be an
logists
logists effective after shave-
Skin
Skin test
test moisturizer
Results
Results
●
75% found effective
oil-control

●
Usage of fairness creams twice a day in
most cases
●
First time … before venturing out in the

Usa ●
morning
Second time … after office hours …
meeting friends in the evening (largely
among unmarried men) and before

ge ●

●
sleeping (largely among married men)
Washing face twice daily.
Bathing twice a day…..especially during
summers.
 Advertisements

“For men who want more” “Fairness Cream for MEN”

 KEY ASPECTS
Tricomponent Attitude Model

Knowledge and Perception

●
Fairness ●
Usage
●
Confidence
More averageLikelihood
time ●
Self-toEsteem
or tendency take
Cream
●
Cogni Cona Affec
spent in front of ●
More attractive
tive ●
Looking tion mirror particulartive
action to females
30% male users
Good
●
●
Pride

Emotions and
feelings
Functional Approach- changing
motivation

Utilitarian Approach- focusing on functional attributes

of product (Moisturizer, UV protection, stress buster,
etc.)
Ego- defensive function- protect self image (offering
reassurance, focusing on self image, confidence, etc.)
Value- Expression function- attitude towards owning
new products of their interest and being hi- tech,
targeting the metrosexual male who want to look good
and confident
Knowledge Function- emphasizing on advantages over
the fairness cream for women
 Other Aspects

Operant ●
5 Unique Power Fairness system
(comparison)
Conditioning ●
Positive Reinforcement

●
New Product
Novelty ●
First Movers Advantage

●
Strivers- trendy, fun- loving, narrow interests, stylish
Values and products
●
Experiencers- impulsive, trying new, offbeat products,
Lifestyle (VALSTM) spend on fashion and socilaizing.

•Social Needs- love, affection, acceptance

Maslow’s Need • Egoistic Needs- Pride, status, self- esteem,
Hierarchy Confidence
Thank you……