KRISHNA MAHIDA | M.PHARM (PHARMACEUTICAL MANAGEMENT & REGULATORY AFFAIRS) K.B.I.P.E.R | ROLL NO. 118 |

CASE STUDY:

ALL IS FAIR IN “FAIR AND HANDSOME”

ABSTRACT:

The fairness cream market is flourishing in India, a country that represents a unique amalgamation of social, religious, and cultural stigmas and stereotypes. Uptill now fairness creams were targeted only for women, but now 20th century “MEN” too are very conscious about their looks. To satisfy their needs, Kolkata based Emami launched world’s first men’s fairness cream “FAIR AND HANDSOME” in 2005.The goal of this paper is to take a closer look at the issues related to men fairness cream by analysing how the evolution of “Fair and Handsome”took place,its positioning in the market and its sustainance against global competitors.

EVOLUTION OF THE BRAND:

WHAT WAS THE NEED TO LAUNCH FAIR AND HANDSOME?

Are men concerned about their complexion ? Do men worry about skin fairness ? If asked few decades back the answer would be a big 'no' as fairness creams and cosmetics were the personal properties of female race. But today alarming statistics reveal that cosmetics and fairness creams are equally sought after by men too. As fashion trends and lifestyles change, the attitudes and conceptions about human beauty.

The Indian cosmetics industry was quick to latch on to the phenomenon. Surveys carried out by cosmetics companies suggested that a large number of Indian men were using fairness creams that were originally targeted at women.
Over the years, Indian male became more and more conscious of his looks, not just in the business world but also in society. A lot depended on how he presented himself. Men didn't want to run the risk of being seen as irresponsible and negligent due to their looks. Celebrities, too, became more vocal about their grooming