1. A MARKET REPORT ON “FAIRNESS CREAM”
Submitted to:
Prof. ADITI NAIDU
Prof. RASHMI FARKIYA
Submitted by:
Er. MAYANK JAIN
MBA 2nd SEM
Section “A”

2. INTRODUCTION
Fairness creams to improve the complexion of person, irrespective of whether they have dark or fair complexion.
In the early 1976 with the entry of Hindustan liver ltd. Fair & Lovely. The fairness cream market became one of the fastest growing segments in India.
Today, if there are more brands in the Indian
market, it’s largely due to demand.

3. INTRODUCTION
Fairness creams have become a vital product for the Indian FMCG companies in increasing their overall sales due to the importance given by Indian consumers towards fairness.
As India is a country known for its diversity different consumers from different parts of the country prefer different brands.

4. INTRODUCTION
The market size for fairness cream in India was estimated to be Rs.800 crore.
The market growth rate ranges between 15 – 20% on a year-to-year basis.
The leading players in the market includes Hindustan Lever Ltd. (HLL) 'Fair & Lovely' and Cavin Kare's 'Fairever‘.

5. KEY PLAYER’S OF MARKET FOR WOMEN FOR MEN L’Oreal Paris
Fair n Lovely
Fairever
Ponds
Revlon
Emami fairness cream
Olay
Garnier Light
FOR MEN
Emami “fair and handsome”
Garnier men
Menz Active
Fair one MEN

6. L'Oréal Paris
L’Oreal made its debut in India in 1991 with the launch of Ultra Doux shampoo from Laboratories Garnier.
L’Oreal expanded rapidly since it introduced its L’Oreal Excellence various lines of products.
A company known for consistently launching new products every few years, French cosmetics major L'Oréal recorded a turnover of Rs 600 crore (Rs 6 billion), and a growth of nearly 40 per cent, in India in 2009.

7. L'Oréal Paris
One of the most important factors that worked for L'Oréal is its high spend on advertising. Globally, L'Oréal spends 30.7 per cent of its worldwide turnover on advertising and promotion and 3 per cent on research and development.
In India, it is the fifth largest media spender in the industry.

8. Marketing Strategy L’Oreal, a simple strategy-
“Introduce new, different and
better products.”
L’Oreal brands were more expensive than an average fast moving consumer good (FMCG) here in India, yet they found a market because They were offering the right value for money"

9. Fair n lovely
World's number 1 fairness cream Fair & Lovely leads the fairness creams pack with an estimated market share of 76 percent.
Fair n lovely has seen a 17 per cent growth in the Fairness cream category during the quarter ended December 2009.
Fair n lovely are available under the brands Multivitamin, Skin Clarity Aurvedic, Active Sun block Cream.

10. Fair n lovely
Also being one of the most inflation-resistant categories in the fast moving consumer goods sector, Fair n lovely plans to launch more products periodically in this space in the coming months, said Press.

11. Fair and lovely Menz Active
Menz Active appears men account for about 25 percent of fairness cream use across the country.
Leading men cream company in 2009.
Main competitor of the market is Emami product “Fair & handsome” with 22 percent market share.

12. Marketing strategy
Mainly television and a few press new ads are launch.
the commercials were run on mainline TV channels like Star, Sony and Zee TV.
The primary focus is to increase penetration of existing products in rural and semi-urban areas.

13. POND’S - white beauty
The company has set 15 per cent of its total turnover as its ad budget. It has been releasing ads from its international catalogue.
Ponds sharing with market 7 percent.
Mainly the ponds dealing with ponds moisturizers in market and it’s strategy of the up coming years of ponds dealing with new beauty segment products.

14. Fairever
Natural Fairever is one of the most successful fairness creams in the country.
CavinKare's 'Fairever' with 15 percent of the market share. 
CavinKare’s ‘Fairever’, which occupies the second spot, does better with women consumers.
Smart marketing and clear product positioning ensured CavinKare's growth.

15. Garnier Light
Garnier comes with new concept of tone with natural skin with there product ‘Garnier Light’
Garnier share the total market of fairness cream is 2-3 percent of all over market.
In the Fairness cream segment, Garnier operates in the mid-price and luxury segment. The whole garnier is sharing 20 per cent market share.

16. Garnier MEN
Garnier the international skin and hair care expert is launching Garnier MEN, a new range of products designed specifically for men.
Power Light is Garnier’s first launch in the men grooming category.
Brand image of Garnier, Garnier Men aims to capture at least 5% of market share.

17. Emami - Naturally Fair
Emami naturally fair is comes under the luxury segment because of it’s new concept of Unique Triple Action.
The company plans to add 25,000 outlets to its existing 25,000 distribution outlets to build upon its mass products portfolio.
The total spends for only fairness cream will be Rs 5 crore for and in 2009 investment up to Rs 7 crore.

18. Emami – Fair & Handsome
Emami fair and Handsome is targeted at young urban men aged The brand was launched with more promotion across visual media.
It’s an good option for the new age man who is conscious about his looks & doesn't feel shy about enhancing his looks.
Fair and Handsome is worth Rs 45 Crore now commanding a market share of over 30-40% in the segment.

19. SECTOR WISE EVALUATION
CUSTOMER WILLING TO BUY IN PRICE RANGE OF 300 TO 500 RS
PRODUCT
NAME
WEIGHT
PRICE RS
EFFECT AFTER USE
FRAGNANCE
USP
RATING
EMAMI
FAIRNESS CREAM
50g
350
4 weeks
GOOD
Vitamin b3 3
OLAY
White
radiance
40g.
399
14 days No
UVA+UVB Protection
L’OREAL paris
50g.
Excel lance
SPF 15 2
REVLON
299
Vitamin A & E 4 19

20. SECTOR WISE EVALUATION
CUSTOMER WILLING TO BUY IN PRICE RANGE OF 70 TO 125 RS
PRODUCT
NAME
WEIGHT
PRICE RS
EFFECT AFTER USE
FRAGNANCE
USP
RATING
FAIR & LOVELY
FAIRNESS CREAM
50g 70
7 days
EXECLLANCE
Vitamin b3,E,C,A 1
Pond’s white beauty
40g.
125
14 days
UVA+UVB 2
GARNIER LIGHT BEAUTY
50g.
GOOD
SPF 15 3
FAIREVER
AVE.
Vitamin b3 4 20

21. Market Share of Fairness Creams

22. Men v/s Women Market Share

23. Conclusion
As most of the Indians are very much bothered about their colour complexion the fairness creams enjoy very good market growth rate when compared with other related product categories.
As Fair & Lovely's USP has done wonders, other players in the market can also follow their philosophy of 'fairness’.
It is sufficient if a company has the right product
with right quality.

24. Thank