The Hindu Business Line : CavinKare launches Fairever Mantra

According to Mr Anupam Dutta, Vice-President (Marketing), CavinKare, this product is the synthesis of laboratory tests of varied beliefs about fairness-enhancing products.

Explaining, he said that Fairever, the company's first fairness product, combined saffron and milk, which was largely a Southern recipe traditionally for fairness. Mantra thus combines "trusted fairness ingredients" such as chironji and almonds (in the North), honey and lime juice (the East's belief), orange oil and yesthimadhu (West) and marigold and manjistha (from the South), apart from other "time-tested natural fairness secrets" and a triple sunscreen system, Mr Datta said.

Fairever is a big brand in the South and has established itself in the other regions; Mantra's launch was a way of going ahead with the brand, said Mr Datta.

He said Mantra was positioned at the SEC A and B consumer as she was someone who usually "evolved" from using one product to another. Fairever was for the consumer whose confidence needed to be built up, Mantra for someone who is already confident, he said, in explanation. A 9 gm packet costs Rs 5; 25 gm pack costs Rs 27; and a 50 gm pack, Rs 49, the same as Fairever:

Mr Datta also said that CavinKare started fiscal 2004-05 by revamping Chik, the company's major shampoo brand, with a new formula and new packaging. A 60 ml pack priced Rs 10 is being introduced; so far it is available in 4 gm, 8 ml and 100 ml packs.

Big plans for Nyle, another shampoo brand, are on the anvil. After a considerable hiatus, advertising for the brand has resumed and a sachet priced at Re 1 has been introduced, Mr Datta said.

Advertising for Mantra is breaking in phases while a new TV commercial for Fairever was launched recently, he said.

The company expects Fairever to occupy the second position in the Rs 750-crore fairness market soon, he added. The first and second positions are occupied by Hindustan Lever's Fair and Lovely and its Ayurvedic variant. As of now, Fairever has a market share of 8.2 per cent.

More Stories on : New Products & Services | Cosmetics

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Arvind plans Rs 150-cr push to garment export

Park Hyatt bid to cash in on monsoon

LPG connection finance scheme from United Bank

Buyer-seller meet in Madurai begins tomorrow

Advertisers, broadcasters cross swords on service tax

Eloquent silence

Amway to market life insurance products

For supply and marketing in Canada — Orchid extends deal with Apotex

IOC draws up aggressive sales strategy

HLL expands power brand category

Durables industry upbeat on AC sales

CavinKare launches Fairever Mantra

Bajaj Auto launches CT 100 in AP