Fair & Lovely – Icon of Brand Leadership & Story of Market Surge.
An industry that was earlier defined by beauty queens and Bollywood actresses has been democratised — and it’s moved beyond women, to include men, teens and even children.
Says Simone Tata, one of the pioneers of the India beauty industry as head of Lakme during the 1960s and 1970s: “The Indian ideal of beauty has changed drastically.” She points out that make-up, once considered nothing more than a tool to attract the opposite sex, is now part of an industry that is all about feeling good. “Every human being wants to feel good and this is the situation today. We want to be on par with peers. It is no longer a male-female subject.” And with that universal quest, the market for beauty in India has been booming —it’s a prime playing field for beauty majors across the globe. Says Nitin Paranjpe, executive director – HPC, Hindustan Lever: “One good indicator of the boom is the grey market for beauty products. And grey markets exist only when there is a demand for products.”
Hindustan Unilever launched its first fairness cream in 1975 in an already dominated market by Ponds (Vanishing Cream and Cold Cream) and Lakme (Moisturizing Lotion). Since than it has been continuing its dominance till in 1998, when Cavin Kare launched its Fairever cream in direct competition with F&L and captured more than 6% of the market share within 6 months. Fairever’s success was backed by company’s herbal platform which helped its consumers to associate with the brand. Its instant success attracted many players like FairGlow from Godrej and Freshia from Paras Chemicals. Existing players like Emami & F&L were put to reinvent their tactics. Owing to emergence of many player around the globe F&L’s share fell from 93%(1998) to 75% till date and is expected to shrink further.
Sustaining Brand Leadership
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