The flagship brand of Hindustan Unilever was introduced in the year 1973, after a research scientist in HUL lab discovered that vitamin B3 could prove instrumental in lightning of the skin color. Then after the brand has been introduced realizing its potency in skin pigmentation.
The acceptability of the product has helped the company in emerging as a global leading fairness cream in most of the developing countries of the world.
Table of Contents
Segmentation, targeting, positioning in the Marketing strategy of Fair and Lovely
The customers have varied needs & want based on their lifestyle, region and ethnic group they belong to. Segmentation helps in understanding demographic & geographic segmentation variables which have helped Fair & Lovely over the years to serve different customer groups with similar population characteristics.
Fair and lovely uses selective targeting strategy to make its product appeal to the respective customer groups.
Explore the recent evolution of Fair & Lovely’s brand strategy.
In 2020, Fair & Lovely rebranded itself as “Glow & Lovely”, reflecting a significant shift towards promoting skin radiance rather than fairness. This change signifies the brand’s response to global conversations about inclusivity and diversity, aiming to empower consumers with a more positive and universally appealing message.
This rebranding aligns with industry trends where beauty brands are increasingly embracing diversity and challenging traditional beauty standards. Companies are re-evaluating their marketing strategies to resonate with modern consumers who value authenticity and social responsibility.
It has positioned its offerings based on value-based positioning by creating a positive image about the brand & communicating that the products are safe, effective and makes the customer feel good about them.
Marketing mix – Here is the Marketing mix of Fair and Lovely.
SWOT analysis – Here is the SWOT analysis of Fair and Lovely.
Mission- “Not Available”
Vision- “To deliver fairness treatments with superior efficacy, to reach more and more women around the world”
Tagline-“Fairness Expert”
Competitive advantage in the Marketing strategy of Fair and Lovely-
- Part of FMCG major Unilever – The cosmetic and cleansing brand is part of the renowned brand Unilever which have 35 brands across different segments and product categories which is helping Fair & Lovely in the sustainable business platform.
- Extensive reach in the market: Convenience of availing the product by even bottom of the pyramid customers is what has helped Fair & Lovely in being ahead of other players in the market. Availability of Small SKU’s (stock keeping units) across the channel has made this a successful competitive advantage for the company.
BCG Matrix in the Marketing strategy of Fair and Lovely
The brand operates in business segments such as Cosmetic cream, Men’s solutions, Face Wash and Daily treatment.
Since the brand has been from the beginning is catering to the skin lightening and colour enhancement needs of the customers and therefore its business segments Cosmetic cream and Daily treatment are Stars in the BCG matrix while the brand’s facewash and Men’s Solution being the new addition to the business, therefore, are question mark in the BCG matrix.
Distribution strategy in the Marketing strategy of Fair and Lovely
Fair & Lovely’s distribution model is in line with HUL which works on go-to-market strategies to reach out each and every part of the country with its varied channel of distribution.
By closely working with more than 2700+ redistribution partners, stockists and shoppers every day to maximize their sales it makes sure that whether it is a small Kirana store or drug store or pops and moms store at a distant location, the offerings should reach to every part of the country every time well in time.
Brand equity in the Marketing strategy of Fair and Lovely
Fair & Lovely, the world’s first fairness cream has been known for not using harmful ingredients or bleach.
It has been rated as the Twelfth Most Trusted Brand in India by ACNielsen ORG-MARG in the year 2003 while in 2004; it was identified as a Super Brand.
The brand has been closely associated with supporting women, making them self-reliant and establishing their independent identity. Fair & Lovely foundation has been helping academically brilliant girls from weaker economic background to pursue higher education by providing scholarships.
Competitive analysis in the Marketing strategy of Fair and Lovely
The self-grooming market is overcrowded with the large number of local; National & MNC’s which have the large array of products to cater to the needs of the customers.
Fair & Lovely is in a low-end cosmetic product segment, have mass appeal and targets each and every stratum of the society. Fair & Lovely competes on the basis of strong branding, visibility, small SKU’s and easy availability of the product in the distant areas.
Some of the competitors of Fair & Lovely in the personal & skin care segment are Ponds, Lakme, Garnier, Jhonson & Jhonson Clean & Clear etc.
Market analysis in the Marketing strategy of Fair and Lovely
With changing lifestyle and urge to look good and smart, awareness about the hygiene factor, the sale of the skin care products has been increasing and not only women are becoming conscious but Men equally aspire to look smart, fresh & fair.
But the increasing popularity of Ayush/ Herbal products and popularization of ill effects of the harmful ingredients used in the skin care products is what changing the perception of the consumers towards beauty products and customer are shifting towards high-end skin care products.
Customer analysis in the Marketing strategy of Fair and Lovely
Customers of Fair and Lovely are Retail customers, retailers, distributors/wholesalers, Hotels.
The Retail customers of the company are in the age group of 10-35 years and a majority of which are women due to which recently the company has been doing the paradigm shift and so introduced products for Men to capture the untapped market.
In B2B customer segments, the company targets the Hotels, Event management companies.
Liked this post? Check out the complete series on Strategies
