Fair & Love

997 Words4 Pages
Fair & Lovely Case Study Because of historical reason, women in India wanted to be fairer, so then will have better job and get more attention from men. At this time, HLL introduced Fair & Lovely. This is a skin lightening cream, it targeted to women wanting a fair, lighter complexion. Over time, Fair & Lovely’s target market was refined. In the early 1980’s, the target market for Fair & Lovely was redefined as young women aged 18-35 seeking the benefits of whiter skin. In the later 1990’s HLL began to target another consumer segment: Low income or base of the pyramid consumers. For poor consumers, Fair & Lovely was repackaged in small, “affordable” single sized pouches, referred to as sachets, and sold at very cheap prices. Also, they found out that schoolgirls in the 12-14 years category widely used their fairness cream too. Fair & Lovely was an immediate success because its function. At the beginning, it market share grew at an annual rate of 20%. And by 2005, it had become the largest selling skin whitening cream in the world. In India, Fair & Lovely held a commanding 50-70% share of the skin whitening market by 2005, with total sales valued at over $200 millions and grow rate of 10-15% per annum. HLL also claimed that its special patented formulation safely and gently controlled the dispersion of melanin in the skin without use of harmful chemicals frequently found in other skin-lightening product. But there are some medical controversies. Some dermatologists claimed that fairness creams could not be effective without the use of skin bleaching agents such as hydroquinone, steroids, and mercury salts. Fair & Lovely did not contain any of these so it would not be that effective -can offer dramatic whitening results in just six weeks. Faroque, Chair of Department of Pharmaceutical Technology, said that darker skin was actually healthier and less

More about Fair & Love

Open Document