1. Fair & Lovely
By Group 1

2. Introduction
 Fair & Lovely is the
largest-selling skin
whitening cream in the
world.
 It holds a commanding 50-70
percent share of the skin
whitening market in India.
 The market value of Fair &

3. Creating a demand for the product
 The fascination of Indians for fair




skin created a need of fairness
creams.
Advertisements of FAL said that
consumers would obtain fairness
comparable to the moon’s glow.
Godrej offered an innovative
online promotional campaign, 'the
fairglow face of the fortnight’.
Emami Launched Fair and Handsome
for men.
HLL also came up a product for

4. Ethics
 The product fair and lovely
lightens the skin which is called
the miracle worker and provides
the result within the four weeks it
is going to have a temporary
effect because of bleaching.
 Skin colour is a powerful theme in
India and much of Asia where a
lighter colour represents a
higher status.
 Advertising of fair and lovely is

5. HUL’s‘Vi­sion’and‘Value
Creation
 Increase fairness of the skin
 Specially used by ladies and
similar product for men
 Launch of small sachet

6. Target Market
Segmenting On The Basis Of:
Demography
 Young women aged 18-35
 There is repeated evidence that
schoolgirls in the 12-14 years
category widely use fairness creams.
 The lower income groups also are a
significant target market for Fair &
Lovely.
 HLL marketed the product in
‘affordable’ small size pouches to
facilitate purchase by the poor.
Geography
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7. Unique Selling Proposition
 Power of beauty.
 Fairness in 4 weeks.
 Maximum fairness with the
power of 8.
 For flawlessly fair skin.
 Change your story- Fair n
Lovely Menz Active.
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8. STP Analysis
Segmentation And Targeting:
 Income-1-5 lac
 Age +12-50
 Gender-Female
 Education-High School and collage
educated
 Geography-Anywhere in India
 Personality-Wishes to take charge
of her destiny
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9. Positioning :
 Value Positioning.
 Benefits driven Positioning.
 Problem/ Solution Positioning
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10. THANK
YOU