Fair & Lovely is a fairness cream of Hindustan Unilever. It is a 1,100 crore brand from the FMCG giant and is one of the largest selling brands in the world. So, what is the big deal about it? The big deal is: Fair & Lovely is going to change its position in the market from fairness cream to clear & flawless complexion.
The new tagline is gorepan sa kahi zyaada, saaf gorapan. Says an HULspokesperson, “Brand innovation and renovation is core to our business. Brand renovation is aimed at constantly renewing the product equity with the consumer by making it current and contemporary. We have attempted to do that with Fair & Lovely.” In my view, the renovation was required as the competition seems to get heated with CavinKare and Garnier. Garnier always positioned itself with both fairness and clear complexion, whereas Fair & Lovely positioned as a fairness cream alone.
It seems that research done by HUL suggested that women need more than just fairness. They need clear complexion along with fair skin and the renovation strategy is to meet the needs of this segment. It is true that the products should evolve in their life cycle meeting the changing needs of your target segment and acquiring new segments. Fair & Lovely is the market leader in this segment with competition from CavinKare’s Fairever and Garnier products. But it looks like HUL is considering renovating its personal care segment as Sunsilk, and Dove, two other big brands from HUL, also went through some heavy marketing and renovation.
So, lets see how well Fair & Lovely performs in meeting the new needs of fair complexion.