FMCG major CavinKare Pvt Ltd has roped in film actor Trisha Krishnan to endorse its fairness cream brand Fairever.
The company also plans to reposition the product on the planks of ‘black spot removal' and ‘oil-free', Mr C.K. Ranganathan, Chairman and Managing Director of the company, told Business Line . Earlier, actor Asin had endorsed the brand.
Fairness cream market
The Indian fairness cream market is at present pegged at Rs 1,800 crore and has been growing at a “healthy 20 per cent,” say industry sources. Hindustan Unilever Ltd's Fair and Lovely is the dominant player in the segment with close to a 70 per cent share, and CavinKare's Fairever is the second largest selling brand with a 7 per cent share, followed by other players such as Garnier (from L'Oreal), Emami and Pond's.
Gone are the days when fairness alone was the key parameter for companies to pitch their products with. Flawless and particularly black-spot less skin is what most women seek today, explains Mr Ranganathan.
In the last one year, most of the brands slowly switched from plain ‘fairness' to ‘fair and flawless complexion' concept. Brands, including HUL's Fair and Lovely, were repositioned with new taglines.
In fact, this is the second time in the last two years that CavinKare repositions its Fairever. India and Sri Lanka are the biggest markets for fairness creams, he said.
CavinKare manufactaures Fairever at its Haridwar facility, and is also planning to set up a facility in Sri Lanka to manufacture Fairever for the local market.