Presentation on Fairness industry

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Information about Presentation on Fairness industry

Published on March 14, 2014

Author: unitedworldmba



Presentation on Fairness Industry

Group Members: Anushree Mazumdar Bharat Patel Pankaj Agarwal Pousali Mukherjee Prabar Rakshit Sushmita Mukherjee Tamashree Sutradhar

 India’s cosmetics market is reportedly growing at 15-20% annually which is as twice as fast as that of the U. S. and European markets. The growth rate in the cosmetics market reflects increasing demand for beauty care products in India.  Demand for skin whitening products by men as well as women, is driving the trend, but other beauty products are not far behind.  Recent cosmetics business market analysis reveals that many international companies are now outsourcing cosmetics to India  The celebrities like Sonam Kapoor, Shah Rukh Khan, John Abraham and Katrina Kaif are brand ambassadors for major fairness creams.

 While the overall cosmetics industry is growing at 15% year-on-year, fairness creams constitute a huge market with sales worth nearly Rs.2,000 crore (Nielsen 2010 figures).  Of this, men’s fairness creams account for 10%, though growing at 30% year-on-year.  The importance of male grooming is clear, with the market worth Rs.695 crore and growing at 11 percent.

 Fair and Lovely - HUL  Fair and Handsome - Emami  Garnier – Loreal  Ponds - HUL  Nivea

 Fair & Lovely Multivitamin Cream  Fair & Lovely Ayurvedic Care Cream  Fair & Lovely Winter Fairness Cream  Fair & Lovely Anti-marks Cream  Fair & Lovely MAX Fairness Cream  Fair & Lovely Body Fairness Milk  Fair & Lovely Multivitamin Facewash  Fair & Lovely MAX Fairness Facewash  Fair & Lovely Menz Active

Men Power Light Intensive Fairness Face Wash Daily Care Moisturizing Cream Skin Naturals Light Moisturizer Skin Naturals Gentle Cleansing Milk Skin Naturals Pure Active Blackheads Uprooting Scrub Men Power Light Intensive Fairness Moisturizer Men Power Light Sweat + Oil Control Fairness Moisturizer Skin Naturals Pure Active Face Wash

Men Oil Clear Facewash Skin Naturals Light Fairness Face Wash Skin Naturals Pure Exfoliating Face Wash Skin Naturals Gentle Facewash Skin Naturals Light Over Night Cream Skin Naturals Sun Control Daily Moisturizer Light 3 in 1 Fairness Skin Naturals Gentle Soothing Face Wash Skin Naturals Wrinkle

Pond’s Daily Facewash, Scrub Pond's Pure White Pond’s Vanishing Cream and Cold Cream Pond's Moisturising Body Lotion Pond's White Beauty Pond's Flawless White Pond's Age Miracle Pond's Gold Radiance

SPF Anti Ageing Night Cream Cold cream Face wash Moisturizer Fairness Cream

 Hindustan Unilever Limited (HUL) has separate brand categories for fair enhancement: FAIR AND LOVELY PONDS LAKME VASELIN E

Based on Gender:  Male - Fair and Handsome  Female - White Beauty  Unisex - Cold Cream

Internal Rivalry- High Threat of New Entrant - Low Supplier Power – Low to Medium Threat of Substitut es - Low Buying Power - High

Brands Anti Ageing Anti Acne Sun Care Skin Whitening Moisturizer HUL Ponds Age Miracle _ Lakme, Fair and Lovely Ponds white beauty, F&A Ponds, Vaseline, lakme P&G Olay Age Protect _ Olay natural white sun Block Olay Natural white day cream OLAY J&J Neutrogena Age Shield Neutrogena Oil Free, Clean and Clear Acne Clearing Neutrogena sheer Dry Touch sun block Neutrogena Fine Fairness Lotion Nuetrogena , Clean And Clear Loreal Loreal Solar Expertise, Garnier Wrinkle Lift Garnier Pimple Control Loreal Solar expertise and sun protection Loreal Relighting Whitening facial foam Garnier

 Emami was the first company to launch the first fairness cream for Men i.e. Fair and Handsome.  Ponds was the first company to come up with anti ageing cream.  Johnson & Johnson were the first to introduce Anti- acne cream.

 Niacinamide - known to control dispersion of melanin in the skin  (Vitamin B3) is a water-soluble vitamin and is widely distributed in cereals, fruits and vegetables.  Magical Ayurvedic blend of Kumkumadi Oil – a mixture of 16 Ayurvedic ingredients, which enhances complexion and cures discoloration of skin  Triple sun screen protection system to protect from the UV rays.  Launch of several new products each and every time.

Innovators Late Majority Laggards Early adopters Early Majority

“ With the consumers brand is also growing, With the modernization of consumers brand is also modernizing With the transformation of women, the brand is also transforming with their changing needs”


Fair and Handsome ( Emami)  The brand is being positioned as the fairness cream that can make men handsome and also attractive to girls. The brand uses the tagline “Be fair be Handsome”.  The brand has to be appreciated for creating a category. It is true that men use creams meant for women. Hence there is a logic in creating a brand for men in this category.  In the face of emerging competition Emami has moved aggressively to promote Fair & Handsome by roping in Bollywood icon ShahRukh Khan as its brand ambassador.

Ponds – HUL  A brand that has tried to evolve with the changing persona of Indian Women.  This is a brand that has celebrated Women's courage and personality.  Ponds from its inception had a plan to come up with vanishing cream what will remove dark spots from your skin.  Ponds has come up with Ponds Age miracle , Ponds gold radiance. Not only that Ponds has also come up with a face wash Ponds flawless white.

Garnier- Loreal  Garnier has come up with Garnier Power light for men.  They came up with a face wash for men ( Men oil clear face wash)  Garnier makes sure that their ads convey the below mentioned values(Quality, Technology) of the product. For this reason the company has roped in John Abraham as the brand ambassador

Garnier- Loreal  Garnier has fairness cream for women also (Skin Naturals Light Moisturizer)  They have launched anti aging cream for women (Skin Naturals Wrinkle Lift Cream)  When it initially launched into the fairness sector, we saw the not-so-well-known model Nicolette Bird endorsing the products. At the time of the release of this ad, she was a budding model and its only later that she ventured into films as an actress

 It is common that people don’t want to be tanned, so NIVEA has developed whitening products to reduce the suntan.

PONDS WHITE BEAUTY ( HUL)  HUL has used outdoor campaigns and events .

 One may have caught the movie trailer of Kabhi Kabhi Pyar Mein on television – a film starring Priyanka Chopra, Saif Ali Khan and Neha Dhupia. But as most would have now guessed, the movie itself is just a smokescreen; it is actually a mode of advertising to announce the launch of Pond’s’ new skin whitening cream.

The newly crowned Miss India 2013 Navneet Kaur Dhillon, who is currently basking in the glory of her prestigious win, has been announced as the face of Pond’s white beauty BB+ Fairness cream. This association marks the beginning of Navneet’s career as she features in the TVC for the latest innovation from the Pond’s portfolio.

Ponds have organized different kind of events like model hunt.

 HUL's advertising strategy for Fair and Lovely has always been something like "kaale ko gora bana de".  A typical print advertisement involves a montage of images of the "Fair & Lovely woman" as she progresses through the various stages of the skin-whitening process. The Fair & Lovely model has come to be emulated as a brand character by millions of women across the nation who wish to be as successful as she is, with the promise of paler and more beautiful skin.

 Fair and lovely Scholarship programs for women graduate post graduate and PhD aspiring  Yami Gautam as brand ambassador of Fair and Lovely

Sales Promotion  Price discounts  Price pack deals  Coupons

 FMCG company Emami Limited has relaunched Fair and Handsome, its fairness cream for men, with a new commercial. features brand ambassador Shah Rukh Khan.

Garnier- Loreal  Genelia D'souza encouraging you to compare your skin tone fairness. At the time again, she was seen endorsing every second brand on television and was clearly declared as the next-big-thing.  Priyanka Chopra was seen to endorse their new product Garnier Light Ultra.  Sales promotion has been a part of strategy as well. Power light sachet has been distributed with a copy of a particular magazine in certain southern states of India. Even sachets were also distributed with electric bills in Eastern part.

 NIVEA's campaign “Beauty is…” which was launched all around the world, helped NIVEA to strengthen the image, and help them to connect with their customers.  They translated this campaign into different languages so that it can connect with people from different countries to create a common understanding.  Print advertisements that show interpersonal relations between people that have attracted the customers  They have started internet projects where customers can visit their homepage and share their experiences

Anushka Sharma has been roped in Nivea's newest ambassador to advertise their range of body lotions. Nivea for men had conducted various events.

 It comes in a beautiful looking sleek tube, easy to carry in your bag.  The product comes in Green glass jar with a white inner lid. The glass is so cute and quite heavy,

HUL, in particular, has paid a great deal of attention to the product’s packaging with all three variants of Fair & Lovely - multivitamin, ayurvedic balance and anti-marks - available in different colours - reddish-pink, brown and blue. This fairness cream comes in a neat tube which is packed inside an outer carton. The tube is neat and white it colour whereas the twist type cap is green. The nozzle is long with a moderately small hole to dispense the product.

 The product comes in a simple beige tube packaging. The plastic opaque packaging has a slight sheen to it, the screw on cap is transparent and the tube has a sleek look. It comes in a glass tub that looks bright yellow and opaque when the jar is full. The jar is actually transparent and has only a slight yellow tint. It has a white plastic screw cap that makes this leak-proof.

 The Emami fair and handsome cream for men comes in a simple ashy silver coloured tube with a screw cap. The tube is compactly packed inside the outer carton. The cap is sturdy and firm.

Everything is “FAIR”in Love and War. Campus Ahmedabad Campus: Karnavati Knowledge Village, A/907,Uvarsad, S.G.Highway, Gandhinagar Kolkata Campus: Infinity Benchmark Tower 10th Floor, Plot - G1, Block - EP& GP, Sec - V, Salt Lake, Kolkata. Reg. Office: 407, Zodiac Square, 4th Floor Opp. Gurudwara, S.G. Road, Bodakdev, Ahmedabad.

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