Rumi Dutta Hardasmalani
August 30, 2007
A dark woman unhappy shut off from opportunities. But in comes a cream and as she goes applying it, she turns several shades lighter. She bags the dream job, develops ultimate self-confidence and yes! Even manages to attract Mr Right!
FMCG companies are thriving on this. Fairness is just in, it’s raking in the moolah, accounting for over 70 per cent of the entire skin care category.
Now, whats growing even faster is the anti-aging segment and even the male cosmetics category. FMCG big daddy Hindustan Unilever is redesigning strategies revolving around these emerging trends.
“We have fine-tuned our product across all price points. We have ruthlessly eliminated products that were not making sense. Ponds in premium category, Lakme mid and F&L in mass market,” said Ashok Venkat Ramani, VP (Skin Care), Hindustan Unilever.
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In July 2007, on Y-o-Y basis, the anti-aging segment grew by 22 per cent against 17 per cent growth in fairness category and more interestingly, fairness category saw bigger growth at 20 per cent in rural India against 16 per cent in urban India.
“We have got into regime strategy from single product. Consumers want to interact with the brand and the modern retail is changing the way we used to sell,” said Ramani.
The skin care industry is growing fast and within this category whats making the difference in the fairness segment and the anti-aging category. Having seen this opportunity many companies are now jumping on to the bandwagon.
So after Emami pioneered the men’s fairness category followed by HUL’s F&L Men’s Active, the latest entrant is Shahnaz Husain and Elder Healthcare’s Fair One Man.
The next brand war will essentially be on who can make customers look young. After all, alls fair in this grooming war.
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