Fair & Lovely, developed by Hindustan Unilever in 1975, commands a 50-60% share of India's skin whitening market, marketing products in over 30 countries. It targets women aged 15-45, emphasizing empowerment while addressing cultural norms related to complexion. Despite criticism for promoting bias against darker skin, the brand has turned this challenge into a marketing opportunity, maintaining its successful market position.

1. MARKETING PROJECT
STP ANALYSIS OF
FAIR & LOVELY
SUBMITTED BY: DEEKSHA QANOUNGO
SUBMITTED TO: PROF ALKA SHARMA

3. Fair and lovely
 The company was developed by Hindustan
Unilever Limited in 1975.
 The product was then marketed nationally in
1978.
 The company holds a commanding 50-60
percent share of the skin whitening market in
India.
 It sells its products in over 30 countries that
includes countries across Asia, middle east
and Africa.

4. One of the leading fairness cream
company in our country.
Despite changing thinking of people
towards complexion, it has still been able
to maintain its position.
Apart from providing a fair complexion, it
has indulged in women empowerment
campaigns as well.

5. Segmentation
 Age – 15 to 45 years (women, men)
 Gender – females are more ardent
buyers of fairness creams.
 social class – upper middle to lower
middle

6. Created demand by targeting:
Young women and girls desiring a fairer
complexion.
Targeted cultural norms in India as well as
Asia.

7. Positioning
 A cream that
1. Boosts self-esteem
2. Makes one confident
3. A symbol of women empowerment

8. Fair and lovely is one of the largest selling
cosmetic products. However, a negative
aspect of their marketing is the creation of
biasedness toward the darker complexion.
However, the company claims that it has
used an already existing trend to its
opportunity for marketing. Thus, fair and
lovely can be described as a highly successful
brand that has held its position in the market
and converted certain weaknesses into it
strenghths.