Little little winter season has started, but more n more winter brands are available in market. Market is much care about human skin where lots of skin care products are available cosmetic as well as ayurvedic.
Skin care segment covers moisturizing creams, body lotions, butters, serums, scrubs and face-washes which promise benefits that range from instant fairness to better moisture, protection from the sun and anti-ageing.
Total Skin Care market: - Rs. 4600 crore (All figures are at end of year 2010)
Boroplus antiseptic cream (Emami):- Annual sales over Rs. 200 crore, which is second largest in fairness segment.
Fair & lovely (HUL):- Annual sales over Rs. 1000 crore, which is market leader in fairness segment.
Segment & Target market: - Boroplus antiseptic cream is focusing on socio-economic class & targeting mass people include lower, lower middle & middle class. As well Boroplus winter fairness cream is focusing on young women/girls, age group 21-30 years.
While Fair & lovely is focusing on upper class & upper – middle class which is targeting young women/girls, age group 21-30 years.
Winter Fairness Cream Major Players: - Fair & lovely, Ponds white beauty, Boroplus, Vaseline white petroleum jelly, Nivea, Lakme and others. These all players are playing either in cream, lotions or petroleum jelly but all of these are direct or indirect influence with each others in market.
Emami has also launched other skincare brands such as MalaiKesar, Vasocare and PureSkin which are playing in niche market.
Ultimately, all of these brands are keeping healthy fairness, nourishes skin, protect from dry skin & even from sunlight also.
Here, I will represent about only two major brands Fair & lovely and Boroplus.
Celebrity endorsement: - Boroplus antiseptic cream is endorsing by Bollywood star Amitabh Bacchan while Boroplus winter fairness cream is endorsing by Bollywood actress Kareena Kapoor.
Fair & lovely winter fairness cream has not any specific brand celebrity.
Brand Campaign & Strategy:-
(1) Boroplus Antiseptic cream: - Since many days, advertising campaign has already started on television commercial which is endorsing by Amitabh Bacchan. The overall strategy is focus on protect from cold/ winter. The voice over Amitabh is conveying message “To protect 50 crore Indian people from cold, Boroplus antiseptic cream “Safed Tika (white spot)”. The Slogan & punch line “Safed Tika (WhiteSpot)” which is very nice that builds up image in mind of consumers. Originally, this campaign has also been created by November 2010 last year. To recall brand, it has started again on television commercial and which conveying message for mass people at various location.
Advertise Link: - http://www.youtube.com/watch?v=FbrQC6CFaI8&feature=related
(2) Boroplus healthy & winter fairness Cream: - This healthy & winter fairness cream is endorsing by Bollywood actress Kareena Kapoor since many years. This brand is directly compete with Fair & lovely winter fairness cream. Boroplus winter cream is promoting with its three unique selling proposition “healthy fairness, healthy moisturising & healthy protection”.
Advertise Link: - http://www.youtube.com/watch?v=ALHfzPpZoms&feature=related
(3) Fair & Lovely Winter fairness cream: - The strategy is appealing towards consume of cold cream that does not giving fairness. Cold cream is giving you fairness, so use fair n lovely winter fairness cream that will give you more fairness & nourishes skin.
Advertise Link: - http://www.youtube.com/watch?v=p7hVtl37lm8
Conclusion: - Different strategy is being used by Boroplus & Fair n Lovely, the target is about fairness & nourishes /moisturizing skin. Fair & lovely brand is market leader despite of it has no any celebrity whereas Boroplus two sub-brands are endorsing two big celebrities.
Yes, Emami has also launched fair & handsome cream fairness (For Men) which endorsing by Bollywood star Shahrukh Khan. And, For men fairness cream is market leader in men segment.
Don't go away...Winter War - II coming Soon....
