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POINTERS
KEY PLAYERS
HUL- FAIR ND LOVELY.. HUL's Fair and Lovely Menz Active
EMAMI------FAIR AND HANDSOME
CAVIN KARE------ FAIREVER ( only women)
GODREJ
LOREAL
PONDS
GARNIERmen power light
VASELINE
SHENAZ Elder Health Care along with Shahnaz Husain
NIVEAnivea for men
Kaya Skin Clinic, too, introduced the Kaya Whitening
Moisturiser
Vicco
Marketing Memo Specialty products
There are now variants to suit every skin type and every need
fairness creams are nowavailable for oily skin, for winter use, for
removing marks. There is even a fairness creams forelbows yes, you
read it right elbows!
.WHY DO INDIANS BUY FAIRNESS CREAM?( MAY B DIFF FOR PEOPLE OF
DEHRADUN)
2.1 Cultural and sub-cultural factors: Indians and my fair
lady
In India, the fascination with fair skin has its roots in
ancient folklore and cultural beliefs.Fair and
lovely',the name of cream sold highest in our country suggest
that the concept of a 'white' complexion as
the pre-requisite for loveliness, still prevails.
http://indsight.org/blog/archives/2003/10/10/after-fairness-creams-now-this/http://indsight.org/blog/archives/2003/10/10/after-fairness-creams-now-this/http://www.flickr.com/photos/roadblog/23010631/http://indsight.org/blog/archives/2003/10/10/after-fairness-creams-now-this/http://indsight.org/blog/archives/2003/10/10/after-fairness-creams-now-this/
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Reference groups and family influences: There has been a
perception that being fair solves many of girls
problems, for instance, marriage. This can be attributed to our
roots where being fair was considered far
more superior. Families want fair bride and bridegrooms.
Moreover, differences in the geographic
conditions, regions in our country have both fair and dark
people, thus aggravating the desire for fair skin.
2.2 Social factors:
Sociological studies indicate that in India, dark skin, by
default, is associated with menial laborwhile fairness implies a
well-to-do existence. A pale woman is seen as one who doesn't need
towork and is not a commoner. That the ruling classes in India
including the Aryans, the Britishand others were all fair, may just
have reinforced whiteness as aspirational. Fairness, as a by
andlarge metric for the popularity of Bollywood heroines, too, has
a lot to do with shaping the'wannabe' white skin pop culture.
All these products cut across age groups, with a majority of
Indian households yet to upgrade from single-
brand usage to multiple-brand usage. This also explains why most
men use women's creams, especially
since the woman of the house is still the key decision maker
when it comes to personal care purchases
2.3 Personal factors:
Buying fairness creams or getting regular massages, facials,
manicures and pedicures done is just an
indicator that people want to pamper themselves.
2.4 Lifestyle and values:
Prosperity in terms of improvement of household incomes,
evolution of the consumer from a perspective
of wanting to take care of their skin and watching family
members using the product would be some of
the factors leading to user profile becoming younger
Marketing Memo Users got younger
The user profile of fairness creams just got younger. In this
age of high exposure to all kinds of media and
lower social taboos, the youngest user of fairness creams is a
12-year-old. While most parents might frown
upon this statistic, market research reveals that the threshold
level for fairness cream users has come down
with the youngest age bracket being 12-15 years.
This statistic looked a little different a few years ago, when a
debutante fairness cream user was placed in the
age bracket of 15-18 years.
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Under 18 18-24 25-34 35-44 45-above Your gender. *
Male Female Your family's income *
Below 100000 100000-500000 500000-1000000 Above 1000000 Which
brand do you think is predominant in fairness creams? *
Fair and lovely Fair and handsome Fairever Vaseline Garnier
Nivea According to you, the factor that drives people to buy a
fairness cream. *
Family Societial Peers Advertisements
Retailersrecommendation
According to you,what kind of promotion would induce a person to
switchover to another brand? *
Price reduction More attributes Gift coupon +1 offers Do you
think fair skinned people have an unfair advantage over dark
skinned? *
Yes No
According to you, which gender group is a heavy user of fairness
cream?*
Male Female In your opinion, which region people use more? *
North South East West
Submit
1. Understanding
