Skin Whitening Trends in India: Opportunities Arising From Changing Perceptions of Fairness Among Consumers

Introduction

The skin whitening segment in India is set to grow on account of rising skin tone consciousness across consumer segments. As achieving product differentiation is a challenge amid greater consumer awareness and an increasingly competitive marketplace it is integral for manufacturers to identify key opportunities and an understanding of the Indian consumers’ attitudes.

Features and benefits

• This content will help manufacturers develop better targeted, more relevant skin whitening personal care products and marketing
• It features four case studies on existing successful skin whitening brands in India
• Avoid costly investments by learning important lessons from existing companies and brands in the skin whitening space

Highlights

The skin whitening segment in India has evolved significantly over the past five years. For a long time, fairness as an attribute was perceived to be a female-specific pursuit. However, this attitude changed considerably now. The segment grew at a compound annual growth rate (CAGR) of over 16% during 2005-09.

There has been a noticeable shift in demand, from products that simply claim to make one fairer, towards products that have a holistic, enhancing effect on the skin. Consequentially, several fairness brands in India have undergone a shift in their brand positioning to align with a new, more evolved definition of fairness.

On the back of such strong drivers, the skin whitening product segment has witnessed one of the most rapid growth trajectories in the Indian male personal care industry over the past few years, and continues to be promising. The value of the segment has almost doubled over the past four years.

Your key questions answered

• What are the key consumer trends in the segment?
• What innovation and marketing strategies work/ don't work in the Indian skin whitening segment?

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