The document outlines the advertising campaign for Fair & Lovely, a fairness cream launched in 1975 targeting primarily young women aged 18-35, with a focus on affordability for lower-income groups. It discusses the product's unique selling propositions, strengths, weaknesses, opportunities, and threats, including the introduction of new products like Menz Active. Recommendations for effective marketing strategies, including slogans like 'use it to believe it,' are also provided.

1. Fair & Lovely
Advertising
campaign
Presented By:-
Pranay Pandey
Vivek Kumar
Virendra Singh
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2. History
Fair & Lovely was launched in 1975
and Indian women finally found hope
in a tube. In a very short time, Fair &
Lovely would become women’s
accomplice that would provide her
with the natural fairness that she
always longed for.
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3. Advertising Mix
• 1975-1982 : THE EARLY YEARS
• 1983-1985 : BECOMING THE HOUSEHOLD NAME
• 1986-2000 : LIGHTENING UP THE PASSION IN HER
• 2001-2006 : CHANGING HER DESTINY
• 2006-2008 : EMPOWERING HER TO GO FURTHER
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4. 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.
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5.  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
 Target is generally the south zone followed by the
north and the west.
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6. 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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7. SWOT ANALYSIS
STRENGTH
• Fair n Lovely’s USP- Power of beauty and
fairness in 4 weeks.
• Fair n Lovely is one of the most trusted brand
for young women in India.
• Introduction of Menz Active for men.
• Fair n Lovely is the world’s first fairness brand.
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8. WEAKNESS
• Many markets untapped around the world.
• Entrance of foreign companies in India with
higher skilled and efficacy to beat the existing
or domestic player.
• Changing trends resulting in reduction in
affinity for fair skin.
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9. OPPORTUNITIES
• The market is bigger and the potential of the
market for fairness is even bigger.
• In India beauty seemed to be associated with
fairness and not anything else.
• It worked for women empowerment,
achievement and transformation.
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10. THREATS
• There are several competitors in the market
falling under the same product category.
• Fairever is the market challenger for fairness
creams followed by others.
• Fair n Lovely is now at its maturity stage, so it
can slip down to decline stage.
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11. STP Analysis
SEGMENTATION AND TARGETTING:
Fair & Lovely segmented 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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12. POSITIONING:
Fair & Lovely has three types of Positioning :
• Value Positioning.
• Benefits driven Positioning.
• Problem/ Solution Positioning
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13. Recommendation
• "USE IT...........TO BELIEVE IT"
• "Fairness+ Beauty+ Confidence =Attraction"
Expect Big, the "wow factor"
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