The skin market in India is around 3500cr which is growing at the rate of 15-20% per year.

Out of 3500cr the fairness cream market alone constitutes for 2000cr. Fair & Lovely which is the iconic brand of Hindustan Unilever Limited (HUL) enjoys as much as 53% of the fairness market share with sales of 1100cr.

Skin lightening Patented formulation of fair and lovely in 1972. First to introduce fairness cream Launched 1978

Cavin Kares Fairever Godrejs Fair & Glow Emamis Natural Fair Shahnaz Hussain Fairness Dream Cream Emamis Fair & Handsome

Cavincares Fairever: 7-8% market share growing @ 10%per year Emami Naturally Fair: 6% market share Godrej Fair Glow: 6% market share

4000 3500 3000 2500 2000 1500 1000 500 0 Totol Skincare Market in Crores Rupees 1100 900 1500 Rest of the Skin Care Products Other Fairness Creams Fair and Lovely

 Fairness

is equal to

beauty. Fair & Lovely captures 53% market share. Brand Value is 1100 cr.

Phase1: Young womenattract a better looking husband. Phase 2: College going women- Self Confidence Phase 3:Emotional benefits to Achievers.

Sales

27%

Fair & Lovely Fairever 53% Fair Glow Naturally Fair Others

6% 6% 8%

Advertisement Fairness in four weeks and power of beauty In2003, it was rated as Twelfth Most Trusted Brand in India by ACNielsen ORG MARG In 2004, it was identified as a SUPER BRAND Consumers perception Detractors have Vanished. 9th Most trusted brand in India (September 2010)

Failed in Soap market Failure of other creams like Skin Clarity cream, Active Sunblock. Fair and Lovely Radiance Cream could not capture premium segment. Fair and Lovely Menz Active < Emamis Fair and Handsome

1. 2. 3. 4.

Fair & Lovely: Anti marks for Blemishless fair skin Fair & Lovely: Ayurvedic Balance Fair & Lovely: Multi vitamin for clear Fair Skin Fair & Lovely: Max Fairness for men

Affordable Low and Middle Income group

 About

2900 stockiest Total Coverage: 6.3 million outlets Direct coverage: 1million outlets

 During

launch Phase Then after launch Phase Destiny Phase TV Promotion

 Zindigi

roshan kare Badle aap, badle zindigi Gorepan se kye zyada, saaf gorapan Clear Fairness


1. 2. 3. 4. 5.

USP
Power of beauty Fairness in 4 weeks Maximum fairness with the power of 8. For Flawless Fair Skin Change your story- Fair & lovely Menz Active.

1. 2. 3. 4. 5.

Projects
Fair & lovely Guidance Fair & lovely Shikhar Fair & lovely Project Swayam Fair & lovely Project Suvarna Fair & lovely Foundation (Going on)

 First

to introduce the Fairness Meter 20% extra!! More value for same cost. Sponsorship Fair & Lovely Sponsorship programme 2007 on Reliance Mobile or R World (August 14-Sept 17,45,000 Responses)

 Fair

& lovely Shikhar Fair & lovely Project Swayam Fair & lovely Project Suvarna

 High

awareness

level Good Distribution channel Most trusted brand

Enability to attract premium segment Inadequate promotion of mens cream Chunks of products launched- many remained unpopular.

 Untapped

market around the world Tapping the menz fairness market

Competitors Entrance for foreign companies- better products Consumers inclined towards premiumization.