Emerald Emerging Markets Case Studies Page 2 of 27

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5 FAIR AND HANDSOME: FARING NOT SO HANDSOME!
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10 “Are dark days ahead for fairness cream market?”1 screamed the headline in Mint2, prominent business
newspaper in India, on a blustery morning in November 2016. The article quoted Sathyanarayanan M., an
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12 analyst with Cholamandalam Securities Ltd, that “After years of gaining market share, Emami’s Fair and
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13 Handsome (FAH) brand had grown in single digits in the last two quarters. Deceleration of sectoral sales,
14 combined with demonetization which happened in November 2016, slowed the brand’s growth even as it
15 gained category market share by 110 bps” 3. This was a huge setback for Fair and Handsome, which was
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16 the flagship brand of Emami in cosmetics.
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18 The propensity for a fair complexion had been a part of Indian psyche. BBC (British Broadcasting
19 Corporation) in one of its reports had noted that in South Asia more skin whitening creams were sold than
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20 the bottles of Coca Cola4. Some believe it is the remnant of British rule in India, when supremacy was
21 assumed on the basis of skin colour. The idea of fairness being equivalent to higher worth has been
22 present for a long time.
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24 The Fast-Moving Consumer Good (FMCG) behemoth, Hindustan Unilever5 launched, Fair and Lovely
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(FAL), first ever Fairness cream in India in 1975. This cream was aimed at females. It purported to bring
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hope to females by giving them a lighter skin tone in order to achieve better career and life prospects.
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29 Emami used the same idea, while launching Fair and Handsome (FAH) cream in 2005; the difference
30 being, their target audience were male. Over the next 11 years; FAH had an exponential growth and the
31 list of products under FAH expanded (See Exhibit 1), the basic underlying concept always came back to
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32 “the fairness” plank.

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Since its introduction in 2005, FAH has been a brand leader in men’s fairness cream category. Over the
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last few years, there has been a visible change in the mind set of India regarding parameters of beauty.
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The markets believe that the Indian obsession with fairness was coming down.6 This is evident in flat
37 lining sales and decreasing volumes felt by FAH since 2015 (See Exhibit 2).
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38 So, was this the end of road for Fair and Handsome brand. Or could they reinvent themselves and still
39 keep the brand relevant in times of Indian youth being comfortable over their dark skin.7
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42 JOURNEY OF FAIR AND HANDSOME
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44 The Beginning:
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1 https://www.livemint.com/Industry/i1qr85GCSEWTs9Vzj41YfN/Are-dark-days-ahead-for-fairness-cream-market.html Published on Nov 12,

47
2016; Retrieved on 25th May 2018
48 2 Business Newspaper in India
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3 http://www.emamiltd.in/images/annualreportpdf/20170707050938small16.pdf, Annual Report of Emami 2016-17.

50
51 https://www.newstatesman.com/politics/feminism/2016/01/dark-what-behind-india-s-obsession-skin-
44
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52 whitening, Published in 2016, Retreived on 15th April, 2019

5 https://www.fairandlovely.in/our-story, Published in 2018, Retrieved on 25th May 2018
53 6 https://economictimes.indiatimes.com/industry/cons-products/fashion-/-cosmetics-/-jewellery/fairness-creams-segment-slows-down-has-the-
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nation-overcome-its-dark-skin-complex/articleshow/21884199.cms Published on August 17, 2013, Retrieved on 25th May 2018
55
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7 http://www.thehindu.com/sci-tech/health/whats-the-impact-of-colour-consciousness-on-mind-and-body/article18409196.ece. Published on
56 May7, 2017, Retrieved on 25th May 2018
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Page 3 of 27 Emerald Emerging Markets Case Studies

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Prior to 2005, fairness cream meant women’s fairness cream. This was a dominant category in the
5 personal care space. FMCG companies (both national and multinational) operating in South Asia had
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realised fairness was seen as a virtue in the cultural context of the area. Hence, they had used it to sell
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fairness creams and related products since 1975. In a tropically harsh country like India, a fairness cream
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for men represented an unexplored opportunity.
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The men’s fairness segment came about because almost one-third of users of women’s fairness cream
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12 were men, as quoted by Dheeraj Sinha – Chief Strategy officer at advertising agency Leo Burnett.8
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13 Emami Limited identified this gap in the market. Through internal company research, they found that
14 although fairness products were targeted at women, men were also customers for the fairness products in
15 large numbers. Emami did a survey in 2004, realised that there was less than 5% penetration level for
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16 men’s fairness creams 9. There was an opportunity which Emami spotted which no other brand had yet
17 capitalized on.
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19 For more than 35 years Emami had been innovating and launching brands meeting multiple consumer
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20 needs, spanning across various income groups, for young to old and everyone in - between. 10 The leading
21 brands of Emami have been Boro Plus, Navratna, Zandu Balm, Fair and Handsome, Fast Relief, He etc.
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24 Phase I of FAH: 2005 – 2006
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26 In 2005, Emami created a marketing history by introducing the first brand in men’s fairness category in
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27 India. With the launch of FAH, fairness no longer remained exclusive for the eves of the country and
28 provided men an opportunity to break free from being the closet users of women’s fairness creams.11
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31 The FAH cream for men was launched by breaking the cultural barrier which was reflected in their
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32 Television Commercial (TVC) with the jingle ‘chhup chhup ke ladkiyoon wali cream lagaye’12 (putting
33 girl’s cream behind closed doors) in the advertisement which was based on the insight that many Indian
men who wanted to become more fair surreptitiously used their sister or mother’s fairness cream.13 The
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35 target audience were the 18-24 age group who was educated, would spend time on work, and liked to
36 socialize. The prototype of Emami FAH product was launched phase wise, first in Andhra Pradesh14 (June
37 2005) and Karnataka15 (August 2005), and then nationally (October 2005) with the product being
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38 available across 900,000 outlets. As a result, Emami had a first mover advantage in this market and was a
39 runaway success.
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41 Phase II of FAH: 2007 – 2015
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43 In order to take the brand to the next level, Emami roped in ShahRukh Khan16 , leading Hindi film actor
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44 with a huge fan following in India, as the brand ambassador in 2007. A new campaign for the ‘chhup
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8 https://qz.com/962246/fair-and-handsome-beauty-companies-are-obsessed-with-turning-indian-men-white/, Published on April 24, 2017
48 Retrieved on Jan 2018.
49
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9 http://www.emamiltd.in/images/annualreportpdf/20170707050938small16.pdf, Annual Report of Emami 2016-17.

50 10 http://www.emamiltd.in/brands/, Published in 2018, Accessed on 3rd June, 2018.

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11 http://www.emamiltd.in/about-us/3/the-journey.php, published in 2018, Accessed on 13th Mar, 2018

52 12 Jingle in Hindi
53 13 https://www.youtube.com/watch?v=KQ9C2BxQGfQ, Published on 2nd July 2013, Accessed on 25th Dec, 2017.
54 14 State in Southern Part of India
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15 State in Southern Part of India

56 16 Popular Hindi Movie Actor from India
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 Emerald Emerging Markets Case Studies Page 4 of 27

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3 chhup ke17’ advertisement was launched, with the actor who has since continued to be the main face of
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the brand till date.18 This move enabled the grooming message to reach a larger audience. It also helped
5 the brand in building an aspirational value associated with the brand.
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There was a time when it was believed that a good young consumer would carry four toiletries on
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weekend getaway – toothbrush, toothpaste, soap and shaving cartridge. However, by 2008-09, shower
10 gels, shampoos, body wash, face washes, creams and deodorants were the newer additions. Today, FAH
has become one of the first brand to hold on to its position and continue building on its fairness cream by
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12 being deeply relevant to the men’s grooming needs. 19
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14 The brand FAH has had an uncompromising attitude where – by it has always been associated with a
15 celebrity who believes in – “If you are a leader, act like a leader, associate with the leader, get into the
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16 business with the best”.
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18 In 2013, with the intent of strengthening its connect with its audience, Emami launched a new TV
19 Commercial (TVC) which revolved around the theme of Shahrukh Khan’s ascent to the pinnacle of his
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20 profession in his pursuit for wanting more from life. This advertisement helped to expand the ecosystem
21 of the brand. This expansion was supplemented by modern trade and point of sales approach to connect
22 with customers nationally. The campaign was vast with print, outdoor and digital promotions adopting a
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23 360-degree campaign (See Exhibit 3). 20

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The crossover between Bollywood and advertising via celebrity endorsements for skin-whitening
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products has had profound implications on the fetishization of fairness creams in general due to their
28 ratification of the fairness cream as an element of their success.21 Even though the nation was struggling
29 with cash crunch due to demonetisation in late 2016, Emami could hold its business position on account
30 of its positioning 22.
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32 FAH had been one of the others who have ‘Ad’apted to regional markets in India by primarily
33 repackaging TV and print commercials in Indian languages. In 2011, FAH launched a new advertisement,
‘Powerdaar’23. FAH made huge waves in rural India among the men. The main advertisement was made
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35 in Hindi with Shahrukh Khan being the celebrity endorser. But for Southern Indian markets, the
36 advertisement featured Surya, Rajnikanth , popular icons of South Indian movies 24.
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39 Endeavours of FAH:
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41 Emami has taken a forefront in engaging with the customer by aligning its clutter-breaking promotion
42 around the youth through youth-preferred media channels.25 It has enthralled Kolkata26 art and culture
43 aficionados with a string of programmes by prominent artists27. Its in-film branding, and in-theatre
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44 promotions addressed urban youth. They were one of the pioneers in engaging with India’s film industry,
45 sportspersons and performing artists and regional state actors. 28
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17 Behind hidden doors
18 https://www.youtube.com/watch?v=MnGKgcjtbV4, Published on 23rd April, 2013, Accessed on 5th March, 2018.
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19 http://www.emamiltd.in/images/annualreportpdf/20160715053723small237.pdf, Annual Report of Emami 2015-16.

50 20 http://www.indiantelevision.com/release/y2k13/jun/junrel213.php, Published on 27th June, 2013, Accessed on 5th March, 2018.

51 21 http://www.michelepolak.com/200fall11/Weekly_Schedule_files/Sheyde.pdf, Published in 2008, Accessed on 1st June, 2018.

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22 http://www.emamiltd.in/images/annualreportpdf/20170707050938small16.pdf, Annual Report of Emami 2016-17

52 23 Strong and Powerful

53 24 https://www.bseindia.com/bseplus/AnnualReport/531162/5311620317.pdf, Published on 8th Aug, 2017, Accessed on 3rd June, 2018.

54 25 http://www.emamiltd.in/images/annualreportpdf/20160715053723small237.pdf, Annual Report of Emami 2015-16.

26 Capital City of West Bengal, a state in India and Emami’s headquarters

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27 www.emamiltd.in/images/annualreportpdf/20150710052510small181.pdf, Annual Report of Emami 2014-15.

56 28 http://www.emamiltd.in/images/annualreportpdf/20160715053723small237.pdf, Annual Report of Emami 2015-16.

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Page 5 of 27 Emerald Emerging Markets Case Studies

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Emami’s FAH had reached out to the consumers across the social strata of the country. The Indian
5 consumers over time had become more globalised in their aspirations. This was due to frequent travel
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abroad and exposure to global products. This led to an increase in domestic demand for men’s grooming
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products. Emami’s understanding of Indian middle-class aspirational consumer had been always
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successful. Also, leveraging the power of celebrity appeal by reinforcing positive recall of the brands had
10 raised the aspiration levels among the customers. The brand FAH had been accessible across geographies
of urban and rural India. The brand always thrived to launch newer commercials, increased low unit packs
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12 (LUP) distribution and graduated LUP users to bigger packs.29
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14 The brand remained fresh and relevant to consumers by consistently innovating on product formulation
15 and packaging. As per company reports, they focussed on innovative packaging to achieve consumer
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16 appeal as well as providing convenience to consumers. To make this possible, a cutting-edge ‘design-to-
17 value’ process was operationalized by Emami. The company identified the features most valued by the
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18 customers and added them. At the same time, unnecessary frills were done away with. Thus, selecting a
19 road less travelled; identified unique packaging and positioning the brand as a personality-differentiator.30
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21 In the FY 2016-17, Emami had nearly 300 products in more than 500 SKUs. More than 25 products,
22 extensions and variants launched during the last five years. The brand extensions of Emami FAH have
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23 been FAH cream, FAH face wash, FAH winter solution cream31 (See Exhibit 1). The segmentation,
24 targeting and positioning for these variants are specified in Exhibit 7 and Exhibit 8.
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The price of the product had been kept at a premium, yet accessible point which had ensured the
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maximum reach for the product. The FAH cream was available in pack sizes of 8, 10, 30 and 60 gm
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29 priced at Rs. 10, 25, 70 and 130 respectively (See Exhibit 5) 32. The price point of Rs. 10 opened it up for
30 everyone across the consumer segments pan India in comparison to FAL Men which was at Rs. 8. 33
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Competition34
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34 Close on the heels of the launch of FAH by Emami in 2005, HUL launched an exclusive fairness cream
35 for men called Fair and Lovely Mens active in 2006. This was followed by various other multinationals
36 entering the segment like Nivea and Garnier, along with local players (See Exhibit 6). Emami has built a
37
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large repertoire of products under the FAH range35 including the original fairness cream, fairness-based
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face wash and a winter product for dry skin. HUL sells men’s fairness cream and fairness face wash under
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its flagship brand of Fair and Lovely and also under its other brand, Pond’s. Nivea sells a wide range of
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skin whitening products such as face washes, scrubs and lotions. Garnier has a wide range of products for
42 men’s grooming with the emphasis on whitening in majority of the products.
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45 Phase III of FAH: 2016 Onwards
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29 http://www.emamiltd.in/images/annualreportpdf/20130118104629small41.pdf, Annual Report of Emami 2007-08.
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30 http://www.emamiltd.in/images/annualreportpdf/20150710052510small181.pdf, Annual Report of Emami 2014-15.

50 31 http://www.emamiltd.in/images/annualreportpdf/20170707050938small16.pdf, Annual Report of Emami 2016-17.
51
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32 https://www.cityairnews.com/content/emami-relaunches-fair-and-handsome-fairness-cream, Published on 9th May, 2016, Accessed on 3rd June,

52 2018.
33 http://www.emamiltd.in/images/annualreportpdf/20160715053723small237.pdf, Annual Report of Emami 2015-16.
53 34 https://www.rediff.com/money/report/fairness-cream-market-targets-men/20100520.htm, Published on May 10, 2010 and retrieved on 20th
54
June, 2019
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35 https://qz.com/india/962246/fair-and-handsome-beauty-companies-are-obsessed-with-turning-indian-men-white/, Published on 24th April,

56 2017, Retreived on 20th June, 2019
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 Emerald Emerging Markets Case Studies Page 6 of 27

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3 FAH gave Emami the first mover advantage in capturing a dominant share in the Indian Men’s fairness
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products market and have stayed ahead of deep-pocketed multinationals such as Hindustan Unilever
5 Limited (HUL) and Loreal. FAH is not only the market leader in its category in India but is also the
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market leader in the UAE and at number two in Saudi Arabia and Bangladesh in the men’s face whitening
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and fairness cream category36. The market for men's grooming products in India projected to grow at a
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er
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CAGR of over 17%37 through 2020 (See Exhibit 4). According to Mintel, seasonality is becoming a key
10 trend of the beauty market, with numerous brands launching product innovations adapted to seasonal
conditions 38. Very few brands in the country hold dominance across the category and FAH is not an
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12 exception. It accounts for 66% market share by volume in the men’s fairness segment in the country. 39
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FAH brand had always kept a tab on evolving market conditions and customer preferences and has
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adjusted itself proactively to the same. 40 It realized by 2014 that the consumer had evolved and for FAH
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to remain a market in the category will have to work harder. An effective product portfolio, lower price-
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17 points coupled with a deep distribution channel and promotional differentiation makes Emami products to
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18 be sold every second 41.
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20 By the Financial year 2016-17 Emami was represented by more than 1,800 field agents 42, had 33
21 warehouses across the country and 3,250 distributors at national level. Consumers could be reached
22 directly via 7.3 lac retailers in India including leading general stores, departmental stores, chemists,
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23 Kirana43 stores and other retail outlets across the country. Products were available in 16,700
24 villages/towns having pan India indirect reach through 4.3 million retail outlets and international presence
25 in more than 60 countries44.
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27 Financial Year 2016-17 showed men’s grooming in India witnessing a paradigm shift with the entry of
28 men’s grooming start-ups following a unique subscription-based online business model which resulted in
29 channel consolidation 45. Products were now being made available across major e-commerce portals to
30 boost online offtake 46. FAH was available in Holland, Bangladesh, Nepal, Sri Lanka, Pakistan and
31 Middle East47. Emami had adopted state-of-the-art distributor management software and implemented a
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continuous replenishment system to map stock levels accurately at the distributors’ end to ensure timely
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replenishment.48
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38 DILEMMA FOR EMAMI

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36 https://www.business-standard.com/article/management/emami-refreshes-power-brand-113063000523_1.html, Published on 2nd July, 2013,
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Accessed on 5th April, 2018.
46 37http://www.emamiltd.in/images/annualreportpdf/20170707050938small16.pdf, Annual Report of Emami 2016-17.
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47 38 http://www.mintel.com/beauty-and-personal-care-trends/, Published in 2017, Accessed on 25th March, 2018.

39 http://www.indiainfoline.com/article/news-sector-fmcg/emami-relaunches-fair-and-handsome-fairness-cream-with-5-action-fairness-system-
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116050900373_1.html, Published on 9th May, 2016, Accessed on 26th March, 2018.
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40 http://www.emamiltd.in/images/annualreportpdf/20150710052510small181.pdf, Annual Report of Emami 2014-15.

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41 http://www.emamiltd.in/images/annualreportpdf/20170707050938small16.pdf, Annual Report of Emami 2016-17.

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42 http://www.emamiltd.in/images/annualreportpdf/20170707050938small16.pdf, Annual Report of Emami 2016-17.
43 Kirana- Grocery
53 44 http://www.emamiltd.in/images/annualreportpdf/20170707050938small16.pdf, Annual Report of Emami 2016-17.

54 45 http://www.euromonitor.com/mens-grooming-in-india/report, Published in May 2018, Accessed on 1st June, 2018.

46 http://www.euromonitor.com/mens-grooming-in-india/report, Published in May 2018, Accessed on 1st June, 2018.
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47 Emami annual Report 2004-05

56 48 http://www.emamiltd.in/images/annualreportpdf/20160715053723small237.pdf, Annual Report of Emami 2015-16.

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Page 7 of 27 Emerald Emerging Markets Case Studies

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3 Amidst the growing backlash against fairness products49, and the declining sales for FAH brand, Emami
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had to make some tough decisions. The criticism was not only against creating a beauty stereotype, but
5 also the harmful effects of fairness creams due to its strong chemical ingredients50.
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The options in front of Emami were limited. It had to decide fast, how it wanted to proceed with the Fair
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and Handsome Brand.
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 Should it look at brand extensions for FAH? They had to decide whether having more extensions
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12 was the correct way ahead for the company. Their earlier foray into related products category
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13 (See Exhibit 1) had been fairly successful.
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15  Should it diversify beyond FAH’s present repertoire of products and move in the areas of men’s
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16 grooming products such as deodorants, talcum powder, shaving cream etc. under the FAH brand.
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18  One radical option for Emami would be to launch women’s fairness cream. The fairness cream
19 market for women was more than three times bigger than those for men. In order to counter, FAH
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20 fairness cream for men, the main competitor brand, Fair and Lovely from HUL had launched a
21 fairness cream for men.
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24  Should the company be looking at providing a wholesome grooming solution to its target
25 customers (Males in the age range of 16-35)? These customers were seen looking for more than
26 fairness, a complete grooming solution.
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28 Probably the biggest question in front of Emami was, whether to move away from the “Fairness”
29 platform. Was the backlash against fairness products, creams in particular big enough to completely
30 obliterate the fairness industry? Or as Alyque Padamsee, former chief of Lintas India said51: "Basically it's
31 ingrained in all of us Indians, this fairness thing, and so it kind of markets itself. In India, right from the
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32 Ramayana and Mahabharata to English literature. Doesn't the Queen in Snow White and Seven Dwarfs
33 say, 'Mirror mirror on the wall, who's the fairest of them all?' She doesn't say most beautiful"
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36 EXHIBITS
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38 Exhibit 1: TIMELINE OF EMAMI

39 Year Launch
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40 2005 Emami FAH Cream

41 2014 FAH face wash (variant 1)
42 2015 FAH complete winter solution cream
43 2016 FAH face wash (variant 2)
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44 Source: compilation by the authors

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48 Exhibit 2: VALUE GROWTH TREND FOR FAIR AND HANDSOME BRAND FOR EMAMI
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50 Brand Q1FY2015 Q2FY2015 Q3FY2015 Q4FY2015 Q1FY2016 Q2FY2016

51 Fair and 21% 15% 14% 9% 10% 8%
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53 49 https://www.news18.com/news/india/how-fair-is-indias-fairness-fetish-1274370.html, published on July 26, 2016, Accessed on Dec 2017.
54 50 https://timesofindia.indiatimes.com/city/hyderabad/The-dark-truth-behind-fairness-skin-creams/articleshow/54355927.cms, published on
55 September 16, 2016
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51 http://www.thedrum.com/news/2017/09/15/skin-whitening-cream-sales-still-boom-india-despite-rules-against-ads-deriding, published on
56 September 15, 2017, retrieved on 25th May 2018
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3 Handsome
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5 Source: Emkay Research report dated 16th November, 2016, extracted from www.researchbytes.com on
6 23 April, 2018
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Exhibit 3: FAH 360-DEGREE CAMPAIGN ELEMENTS
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31 Source: Compiled by Authors
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40 Exhibit 4: INDIAN MARKET VALUE FOR MEN’S GROOMING PRODUCTS

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25 Source: https://www.statista.com/statistics/670333/indian-market-value-for-mens-grooming-
26 products/
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29 Exhibit 5: PRICELIST AS ON 2016
30 Cream SKU’s Price
31 (Wt. in
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32 gm)
33 8 10
Fair And Handsome 15 25
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35 30 70
36 60 130
37 Fair And Handsome Winter 8 10
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38 Solution Cream 15 30
39 30 75
60 140
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42 Face Wash SKU’s Price
43 (Wt. in
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44 gm)
45 7 10
46 Fair And Handsome Face 20 38
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47 Wash 50 85
48 100 140
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Fair And Handsome Face 20 38

50 Wash Oil Clear 50 85
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100 140
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53 Source: Compiled by Authors from retail outlets
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55 Exhibit 6: EMAMI FAIR AND HANDSOME COMPETITORS
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56 Competitors
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3 Fair and Lovely for Men
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Nivea Whitening
5 Garnier Men power light
6 Source: compilation by the authors
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Exhibit 7: STP OF EMAMI FAH FOR NEWER PRODUCTS
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10 STP
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12 Cream
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13 The segmentation is done by demographic and psychographic-
14 Segmentation lifestyle, attitude and interests.
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Age bracket-18-24 years, Interests- Spends too much time on work,
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16 likes to socialize, doesn’t like free time, plays sports occasionally, likes
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to spend on himself and keeps himself groomed all the time, frequently
18 Targeting attends family and friend’s functions.
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20 Positioning “Mard hoke ladkiyoon waali fairness cream kyu??”
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22 Winter solution cream
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24 Segmentation Geographic and demographic
25  18 to 30 years old Men, in Metros or Town Class 1, Living in the
26 North / East of India
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27  41% of all Households in North and East use a winter format (may
28 be an antiseptic, cold cream, petroleum jelly) on face, apart from
29 Targeting fairness cream.
30
31  Winter products moisturize but take away fairness making you look
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32 dark and dull

33  Fair and Handsome Complete Winter Solution moisturizes and
Positioning make you fair without leaving you with an oily look
ke

34
35
36 Face Wash
37
ts

38 Segmentation Demographic and behavioural- lifestyle and interests, geographic

39 - The first variant was launched for the 18-24 years who likes to keep
Ca

40 face pollutant free and stays in a metro city/ city filled with pollutant/
41 has a fast-paced life, Urban young Men from middle and upper middle
42 class
43 Targeting - The second variant was launched for the rural audiences.
se

44
45 Designed for masculine skin so that men not only feel good in their
46 skin, but also get Zyaada for their skin. A powerful cleanser that
washes away the dullness and helps in giving: Instantly Fairer Look, Oil
St

47
Positioning Removal, Dirt Removal, Cleanses Sweat, Refreshed Feel
48
49 Source: compilation by the authors
u

50
51
die

52
53 Exhibit 8: TIMELINE OF EMAMI ALONG WITH POSITIONING ELEMENTS
54
55 Year Launch Positioning FAH Intra-Brand Communication
s

56 Message Elements
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Page 11 of 27 Emerald Emerging Markets Case Studies

1
2
3 2005 Emami FAH Fairness with 5 in one 5 action fairness system supporting
4
Em
Cream solution for Men (Real sweat control, oil control, sun
5 Fairness for Real Men). protection, dark spot reduction and
6 long-lasting fairness.
7 2014 FAH face wash A handsome way to fight -Launched for the 18-24 years who
8 (variant 1) oil, sweat and dirt likes to keep face pollutant free and
er
9 supporting instant stays in a metro city.
10 fairness look, oil removal,
a
11 dirt removal, cleanses
12 sweat, refreshed feel.
ld
13 2015 FAH complete 8 action fairness for -The winter solution had the ‘8 Action
14 winter solution tough winters providing Formula’ to address harsh winters.
15 cream moisturisation, dryness This would be the ideal segment the
E
16 defence, oil-free look, winter cream will cater to. This new
17 non-sticky feel, instant offering is a highly differentiated
m
18 brightness, long-lasting product for men’s winter skincare. 41%
19 fairness, dark-spot of all households in North and East of
reduction and UV India use a winter format like
er
20
21 protection (sun antiseptic, cold cream and petroleum
protection). jelly on face apart from fairness cream.
22
gin
-Targeted at 18 to 30 years old Men
23
2016 FAH face wash New face wash pack -There is a huge potential for the
24
(variant 2) targeting rural audiences segment as the market size of the face
25
in the Tier III and Tier IV wash category is pegged at Rs. 250
26 cities/towns. crore with a 30% growth rate YOY.
gM

27 Approximately 80% of face wash sales

28 comes from urban India. Learning from
29 the face wash category, the brand
30 became number 2 in the men’s face
31 wash category.
ar

32 -Targeted 18-24 years youth for rural

33 audiences.
ke

34 Source: Compiled by Authors

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