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Purvita Chatterjee

Mumbai , Sept. 8

SEGMENTING the fairness cream market, HLL's Fair & Lovely has come up with yet another variant — Fair & Lovely Fairness Cream with Extra Brightness — Saanwali Thwacha ke Liye (For Dark Skin). Targeting the consumer who is a shade darker, the new fairness cream is expected to bring `extra brightness' with ingredients such as pearl extracts and milk cream.

Pegged at Rs 26.50 and Rs 48 for 25 gm and 50 gm, respectively, the purple-and-white pack comes with a shade card to help decipher your skin colour. According to HLL, research shows that people with darker skin have special needs. With some of the ingredients such as fairness vitamin B3 and triple sunscreens found in its existing mother brand, Fair & Lovely Saanwali Thwacha Ke Liye contains extra components such as pearl extracts and milk cream to give its "dark" complexioned consumers that "extra brightness".

Unleashing the commercial for its latest brand, Lowe Mumbai uses the marriage platform to depict the "effectiveness" of the new brand. The commercial depicts a dark complexioned girl, who on her friend's advice, chooses to use this particular cream instead of the existing fairness cream, thus making her husband a `lucky man' at the time of the wedding. Instead of the bride being told that she is `lucky' to have a fair husband, by the time the marriage is over, it is the groom who is being congratulated on being a lucky man. Explaining the ad strategy behind the new commercial, Mr Balki, Creative Director, Lowe said, "What we have communicated is that different kinds of complexions require different kinds of creams and that people tend to become happy and happier by using the brand."

Manufactured at HLL's Silvassa unit, the new fairness cream's patented formula ensures a safe and gentle way to fairness in just four weeks, just like the mother brand.

According to analysts tracking the industry, Fair & Lovely is trying to "re-segment" the fairness category and distinguish itself from the regular fairness creams. Claims an FMCG analyst, "Just as beer has segmented itself into a extra strong segment, fairness creams can also afford to go a step further to segment the market".

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