fair and lovely

Fair & Lovely Icon of Brand leaders & confabulate of Market Surge. Fairness Proposition An industry that was earlier defined by saucer queens and Bollywood actresses has been democratised and its moved beyond women, to intromit men, teens and even children. Says Simone Tata, one of the pioneers of the India beauty industry as chief of Lakme during the 1960s and 1970s: The Indian ideal of beauty has changed drastic all(prenominal)y. She points discover that make-up, once considered nothing more than a implement to tempt the opposite sex, is now comparisont of an industry that is all virtually livelinessing sound. Every human being wants to feel good and this is the situation today. We want to be on par with peers. It is no longer a male-female subject. And with that universal quest, the grocery store prescribe for beauty in India has been roaringing its a visor playing field for beauty majors across the globe. Says Nitin Paranjpe, executive direct or director HPC, Hindustan lever: One good indicator of the boom is the grey market for beauty products. And grey markets exist only when when there is a demand for products. BACKGROUND Hindustan Unilever launched its first fairness cream in 1975 in an already dominated market by Ponds (Vanishing Cream and low temperature Cream) and Lakme (Moisturizing Lotion).

Since than it has been continuing its dominance trough in 1998, when Cavin Kare launched its Fairever cream in direct competition with F&L and captured more than 6% of the market make out in spite of appearance 6 months. Fairevers advantage was backed by uni ons herbal programme which helped its consu! mers to associate with the brand. Its instant succeeder attracted many doers like FairGlow from Godrej and Freshia from Paras Chemicals. vivacious players like Emami & F&L were put to reinvent their tactics. owe to emergence of many player around the globe F&Ls share fell from 93%(1998) to 75% till date and is expect to shrink further. Sustaining Brand Leadership Leadership is the pet fancy of every vendor and every marketer strives to grab...If you want to conquer a full essay, order it on our website: OrderCustomPaper.com

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