FAIRGLOW

Soap and Cream Background

FairGlow was launched in 1999 in the popular category of soaps. It was not only a launch of a new soap but also the launch of a new category in soaps i.e. fairness soaps category. It had a very clear value-added benefit of fairness through a new form. There was a huge credibility factor for a soap that claimed to offer fairness. Therefore the launch strategy was to establish the benefit with the product form in the most credible manner. 11

Phase 1 - Launch

FairGlow Launch - 40 secs

Housewife: Fairness with a soap?!!

MVO: so that you get clearer

MVO: fairer skin. Girl: Fairness with a soap, Really?!!

Girl 1: Wow, its effect is amazing! Boy: You mean, I can become fairer just by bathing everyday?

MVO: For the time in India, New Godrej FairGlow soap with Natural Oxy G.

Girl 2: It not only changed the way I look, but also the way Im looked at too!

Launch ad

The focus for this stage was to establish fairness through a soap and use the ingredient as the support. The communication talked about this being the first time in India that fairness was available through a soap and this was because of a unique breakthrough ingredient called Natural Oxy G. This communication clearly defined FairGlow as the only fairness soap in India. The consumers felt that now they could gain a very evolved benefit from their regular bath. This product was one of the most successful launches in the already over-crowded soaps market. 12
Girl 2 continues: Try it and see! MVO: It doesnt disturb the skins natural balance...

MVO: ...and reduces melanin

Phase 2

Key Issue
Once fairness was credible through a soap, an opportunity was identified in laddering the benefit and finding an emotional platform that was more relevant to the consumer.

Target Audience
Using comprehensive understanding of the typical prospect a small town teen girl and her mindset that fluctuates between the need to belong and the new wave of selfdetermination - FairGlow recognised and focussed on the most crucial event of her lifemarriage. Quickly owning this often ignored trigger, the communication gave her choices to fulfill her new age ambition.

Communication strategy
Consumer Insight: Beautiful people (equated with fairness) have more opportunities in life.

Based on the above insight, the reward arrived at was - When I use FairGlow I become fair and fair people have more opportunities/choices in life. By owning this, FairGlow started owning the platform of choices and opportunities. The creative output was When I use FairGlow I look beautiful and therefore I am in a position to choose my life partner. This provided the brand with the core value of choices and opportunities in the relevant aperture of marriage giving the consumer a good reason to buy the brand. 13

Phase 3

Press Ad

Background
Launching a cream with a fairness benefit and no value-adds in the face of Fair & Lovely which has a strong equity on this benefit and form, was no easy task. Due to sluggish economic growth, only subpopular soaps available on schemes had registered some growth. Even Lux, the market leader was forced to get into schemes. The spurt of new launches and re-launches by well-entrenched players in this category made the battle even more intense. The advent of Fair & Lovely and Emami in the soap segment resulted in:

Communication Task
Redefine fairness to blemish-free fairness. Research substantiated that this was both relevant and credible to the consumer.

Target Audience
A small town teen girl who is currently using Fair & Lovely and is looking for a product that is better then her current one. She is slightly insecure about her appearance and is looking for a product that would boost her confidence amongst her peer group.
Social confidence Beautiful complexion Blemish-free fairness

Increased choices for the consumer. Redefining the fairness benefit.

Hence there existed a need to redefine fairness to the consumer and launch it in an established form i.e. creams.

Key Issue
The offer of fairness through soaps or creams was no longer sufficient. The consumer was looking for value-adds that were both relevant and credible. 14

Communication strategy
Based on this insight the reward arrived at was When you use FairGlow you feel socially confident.

Phase 4
Background
FairGlow is seen to have a very loyal base of users. However the new trials rate seems to have stagnated. This was worrisome in a brand that is still in its growth stage. The blemish-free fairness benefit was still not synonymous with FairGlow. Besides, the disbeliveability factor needed to be tackled with a stronger communication. The soaps market being very fragmented and highly competitive, all brands need to be re-launched every two to three years in order to keep the interest alive.

The Challenge Film - 30 secs

MVO announces: The FairGlow Challenge! Blemish-free fairness or your money back.

MVO: reduces melanin though its lather...

Key Issue
Though users were happy with the products performance, they were unclear about Natural Oxy-G and how it works. Non-users were still wary of the product being able to deliver on the promise of blemish-free fairness.
MVO: and removes blemishes Girl: How can you be so sure?

Communication Task
To provide complete confidence about the products performance. To explain the Natural Oxy-G process in a convincing and appealing manner.

Target Identified
Core Audience: Users of beauty creams and soaps and fairness products. Young girls in the age group of 18+, who currently use products to enhance their complexion. They are very rational in their choice of products and would try new products only if they are completely convinced about them.

MVO: Because FairGlow has the best way to give you fairness.

MVO: to give you a fairer, blemish-free skin.

MVO: The FairGlow Challenge MVO: It has a natural fairness ingredient called Natural Oxy-G.

Communication Strategy
Based on this insight, the communication had to be very rational and convincing. The creative output was The FairGlow Challenge blemish-free fairness or your money back and a product window that was both appealing and convincing. This showed that the company had great confidence in the brands capabilities and would therefore convert non-users to FairGlow users.

Girl: I accept this, what about you? MVO: Its 2-step deeppenetrating action

Media
TV is the main medium. Women-oriented subjects and soaps (serials) with high TRP ratings are consistently used. FairGlow sponsored the serials Sas bhi kabhi bahu thi and KBC when the TRP of the shows had just started to skyrocket. This proved very beneficial for the brand. Press, Point of Sale and Outdoor were judiciously used during the brand launch stage to give a surround media effect for the brand.

FairGlow Today
In spite of Fair & Lovely launching a soap and pushing heavy media spends, it has been unable to become the market leader. FairGlow has had an impressive second year as Indias largest selling fairness soap. It has become a Rs.100 crore brand in a span of 2 years. FairGlow has started a trend in launching benefit-specific soaps that cater to a very well-defined segment. 15