FAIR AND HANDSOME

-Worlds No. 1 fairness cream for men

By,
Akhil Mehta 13066
Neha U Patil 13098
Shreyas H N 13110
Sunayana Jain 13115
Vikas N 13120

Abstract
The fairness cream market is flourishing in India, a country that represents a unique
amalgamation of social, religious, and cultural stigmas and stereotypes. Up till now fairness
creams were targeted only for women, but now 20th century MEN too are very conscious
about their looks. To satisfy their needs, Kolkata based Emami launched worlds first mens
fairness cream FAIR AND HANDSOME in 2005.The goal of this project is to take a closer
look at the issues related to men fairness cream by analyzing how the evolution of Fair and
Handsome took place, its positioning in the market, its sustainance against global
competitors, to draw inferences and make recommendations.
Industry
The fairness cream market in India is driven by not only growth in the womens sector but
also growth in the male grooming segment. An analysis of the drivers explains the factors for
growth of the market including increase in disposable income, rise in organized retail,
increase in awareness, increase in male grooming and low penetration. Products like fairness
cream does not fall under the purview of necessary goods and therefore it becomes
imperative for its survival that people have more income at their disposal. The growing
Indian economy and the growth in disposable income have led to strong demand for fairness
creams. Further, with enhanced awareness through increased media penetration, people are
more aware about the sector and its products. Additionally, with increased organized retail in
India, more brands including global brands are seen within the reach of the masses. Another
potent source is the fact of increased male spending on grooming products. The growth of
this segment has been exponential which is reflected by the trend of major players looking for
product extensions towards the male segment. Finally, a latent but effective driver could be
the fact of low penetration of these products in the market. An underpenetrated market
always crates scope for enormous growth. However, the sector is also facing certain
challenges. Factors such as presence of harmful steroids in fairness creams and availability of
substitute products pose as barriers for growth.

The major trends identified in the market include value added factors, array of international
brands and adoption of newer packaging methods.

Company Profile
The inception of Emami Group took place way back in mid-seventies when two childhood
friends, Mr. R.S. Agarwal and Mr. R.S. Goenka left their high profile jobs with the Birla
Group to set up Kemco Chemicals, an Ayurvedic medicine and cosmetic manufacturing unit
in Kolkata in 1974. But against all odds with a vision of combining the age old wisdom of
Ayurveda with modern manufacturing techniques for creating winning brands the company
was started with a meager amount of Rs. 20,000. Its revenue is Rs. 1400 crores as per
2011-12.

Its various brands:
Navaratna
Boroplus
Fair & Handsome
Himani fast relief
Mentho plus
Sona chandi chavanprash/amrithprash
Mailai kesar cold cream
Hair life
Baby massage oil

INFORMATION REGARDING THE PRODUCT:
The product Emami Fair & Handsome has unique 5 Power Formula for Tough Male Skin:
1) Double-Strength Peptide Complex patented in the USA, effectively penetrates tougher
male epidermis to regulate melanin production.
2) Revolutionary double power sun guards counter overexposure of male skin to sun and
protect it from harmful UV rays.
3) Breakthrough anti-bacterial agents actively protect skin from pollution and dark shadows
caused by daily shave, nicks and cuts.
4) Sensational nutra-complex relieves stress and fatigue signs. Removes dead cells and
revitalizes skin.
5) A unique combination of cool herbs like Vetiver, Mint and Liquorice makes skin fair
and fresh with a pleasant cooling sensation.

Evolution
WHAT WAS THE NEED TO LAUNCH FAIR AND HANDSOME?
Are men concerned about their complexion? Do men worry about skin fairness? If
asked few decades back the answer would be a big 'no' as fairness creams and cosmetics were
the personal properties of female race. But today alarming statistics reveal that cosmetics and
fairness creams are equally sought after by men too. As fashion trends and lifestyles change,
the attitudes and conceptions about human beauty.
The Indian cosmetics industry was quick to latch on to the phenomenon. Surveys carried out
by cosmetics companies suggested that a large number of Indian men were using fairness
creams that were originally targeted at women.
Growth
The demand of personal care products especially among the new age metrosexual
men is growing steadily & hence provides a huge business opportunity. Fair And Handsome,
Worlds No.1 Fairness cream for Men, continued to enjoy strong market leadership with
volume market share of 66% in mens fairness cream category. Fair and Handsome is worth
Rs 45 Crore now commanding a market share of over 30-40% in the segment.

Competitors
Fair and lovely Max fairness (Menz Active) by HUL
Beiersdorf AG with its Nivea for Men
Vaseline men
Loreal with its Garnier men power light.

Market Share
EMAMI LEADS BUT HUL CATCHING UP FAST
Brand %Market share
(2009-10)
%Market share
(2012-13)
Emamis fair
And Handsome
68 58
HULs Fair & Lovely Max
Fairness
(Earlier Menz Active)
13 28
Loreals Garnier Men
Powerlight
10 8