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

Datamonitor
August 2, 2011
31 Pages - SKU: DFMN6481918

Abstract Table of Contents Related Reports

Countries covered: India

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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OVERVIEW

Catalyst

Summary

INTRODUCTION

Introduction: deeply rooted cultural attitudes to fairness are being commercialized in an evolving personal care marketplace

KEY TRENDS

Trend: benefit-clubbing in fairness product offerings is driving innovation in launches

Delivery of the fairness proposition tends to differ in male and female personal care products

Trend: growing demand for and availability of premium solutions are drawing sales away from mass brands

Consumers' perception of fairness is changing with the introduction of higher end offerings

Trend: the nascent men's skin whitening segment is undergoing a period of rapid growth

However, despite the growth potential demonstrated by the male skin whitening segment, the female consumer segment is still the key to value growth in the overall category

Trend: there is an increasing focus on fairness brands in the marketing communications of personal care brands

Skin whitening brands have become increasingly focused on communicating tangible benefits through advertisements

CASE STUDIES

Fair & Lovely: a mass female proposition

History

Fair & Lovely has exhibited flexibility in market positioning

Corporate social responsibility initiatives promote a female empowerment brand image

Ability to fend off competition through a presence in various consumer segments

Fair and Handsome: a mass male proposition

Brand history

Fair and Handsome has been able to connect with its target audience through strong brand association

Celebrity endorsement is a significant factor of the brand's appeal across a diverse set of consumers

Multiple benefits offered at a reasonable price appeals to the value- and time-conscious Indian male consumer

Pond's White Beauty: a premium female proposition

Brand history

A distinctive pinkish white glow proposition differentiates Pond's White Beauty from competition

Vaseline Men: a male premium proposition

Brand history

CONCLUSION

Evolving concepts of fairness are driving widening opportunities for industry players

APPENDIX

Methodology

Further reading

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

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