2) Subsequently, it offered consumers a challenge, stating that the product would definitely deliver on its promise. In a few days, the advertisements claimed, the consumer's would clearly see the difference between in their skin’s complexion if they used FAL.3) Every 14 days, a winner was selected and her profile showcased on the Web site. Attractive prizes such as jewellery, perfume, holiday packages etc. were given to the winners.4) men were targeted by hinting that they would be able to impress a girl more easily if they also used a fairness-enhancing product.5) HLL provoked Fair n handsome n came up with menz active.6) claiming that it enhances fairness and also help remove dark spots.
yes! The company had promised that their product would help Increase fairness of the skin to protect the skin from darkening & gently, safely lightning the skin.It was promised that the F&L is a product specially used by ladies and similar product for men is launched as per the promotional advertisement displayed to attract the male customers too. Virtually the launching of product in such a small sachet form benefited both i.e. the company by way of exemption of excise duty and increase in profit and the customer as a whole.
Fair & lovely
Fair & Lovely
By Group 1
Fair & Lovely is the
whitening cream in the
It holds a commanding 50-70
percent share of the skin
whitening market in India.
The market value of Fair &
Creating a demand for the product
The fascination of Indians for fair
skin created a need of fairness
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
HLL also came up a product for
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
Advertising of fair and lovely is
Increase fairness of the skin
Specially used by ladies and
similar product for men
Launch of small sachet
Segmenting On The Basis Of:
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 &
HLL marketed the product in
‘affordable’ small size pouches to
facilitate purchase by the poor.
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.
Segmentation And Targeting:
Education-High School and collage
Geography-Anywhere in India
Personality-Wishes to take charge
of her destiny