Fairness Cream Market Overview

The market of Mens fairness cream in India is worth Rs. 200 Cr. The various companies already present in this market and their market shares are as follows: Fair and Lovely(53%), Fairever (12%), Emami and Nivea (5%), Fairglow (3.5%) and Himalaya Drug Company (2%). LOreal being a global giant has many advantages above the established companies.

Garnier
Garnier is known for delivering quality products and already has a brand image in Indias cosmetic market. Garnier Men is a quality product aimed only for men. It aims to build on the image of Garnier and create a pool of loyal customers. With the quality of the product and brand image of Garnier, Garnier Men aims to capture at least 5% of market share. In volume terms, the aim is to generate revenue of at least Rs. 10Cr.Garnier keeps a profit percentage of about 12-15 percent on its products. Thus, the speculated profit of this year is expected to be Rs. 1.3 Cr Garnier invests about 12% of its total revenue in marketing in India

Customer Targets
The current target market for the fairness cream is about 1000 Crores consists of women and men between the ages of fifteen to forty-five. The target market for men in India is about250 Crores and is rapidly increasing. With Garnier Men range PowerLight, the customer targetgroup is men between the ages of eighteen and forty. 18 40. Garnier Powerlight range also includes Fairness face wash and oil control moisturizer.Customer target group for these products also range in same age group.

Product is slightly expensive and is targeting men with monthly income above 20,000.

Positioning
In the cosmetics industry, positioning is basically carried out through Advertisements. Garnier makes sure that their ads convey the below mentioned values (Quality, Technology) of the product. The company is spending heavily on endorsing the Power Light range. The companys main challenge is to get more and more people to try the product as this is a relatively new market. For this reason the company has roped in John Abraham as the brand ambassador

Garnier is a brand that has always been known for its Quality products. Garnier aspires to be a leader in Quality. In accordance to this philosophy, Garnier Men Power Light has been focusing to establish itself as the Quality Leader in the market.

Garnier Men Power Light uses contemporary technology (natural ingredients) to ensure best return on value to its customer. Hence it is working to be perceived as a forerunner in the technological domain. The Company on the whole is works towards establishing good customer relations.

Current Strategies
Carrying a new campaign for the launch of a new product. Garnier has aggressively Launched its new campaign for mens range and its first product range, Power light. Bollywood actor John Abraham is the brand ambassador for television marketing in India This strategy is appreciable as john is identified with youth and confidence. Sales promotion has been a part of strategy as well. Power light sachet has been distributed with a copy of a particular magazine in certain southern states of India.

Fair and handsome

The brand is being positioned as the fairness cream that can make men handsome and also attractive to girls. The brand uses the tagline : Be fair Be Handsome . Whether the campaign is lousy or not , after two years of launch , Fair and Handsome is worth Rs 45 Crore now commanding a market share of over 30-40% in the segment. Positioning

Nutroegena Neutrogena is positioned as a premium skincare brand which is approved and recommended by Dermatologists. The brand is following its global positioning here also. The rational positioning is supported by the dose of high profile celebrity endorsements. It will be interesting to see how Neutrogena will fight for its space in the highly competitive Indian skincare market.

Fair and lovely

Hindustan Unilever Limited (HUL) launched Fair & Lovely fairness cream in 1975. With its positioning as the first ever fairness cream targeted at common man, the brand turned out to be a huge success. Challenging HULs dominance, CavinKare, a Chennai-based FMCG, introduced Fairever. The product, aimed at middle class consumers, was differentiated on the basis of the ingredients used i.e., Kashmiri saffron and milk used in the preparation.