The Recent launch of Menz active , by HLL and Fair and Handsome by Emami has
created quite a stir in the media , with the creation of a new category over night
While the product’s effectiveness and the “promised fair skin” still lingers a
doubt in the consumer’s mind , there is a much major issue that has been
Creating a new category (Fairness creams for men) and differentiating is
actually a good strategy , but whats the point of creating a category for
which people don’t have use for ?
When u pose a question such as what makes a man handsome , the
typical reply would be : Masculinity,height, confidence,humor and attire
Do u expect anyone to reply as fair skin ? Impossible !
The ads of Lux ,Fairever or Fair and Lovely usually emulates a typical girl
who aspire to become beautiful and have a fair skin like Aishwarya Rai.
Thus the fairness creams for women ..The aspirations for a guy on the
contrary is quite the opposite.
He tries to emulate a rough and tough , cool guy and probably aspire to become a
Sachin tendulkar or a Christiano Ronaldo or whatever his profession might be.
No one would even think of a concept of becoming fair ,as evident from that
fact that 90 % of the men do not even know the texture of their skin
or exact skin color.
The dream of possessing physical looks similar to another person , is strictly
confined to females and definitely not a guy ( Have u heard anyone
saying I wanna be as handsome as Tom Cruise?)
HUL has come up with survey results,reports indicate, that nearly 25 % of
men use fairness creams . A true marketer has to understand that the product
can be used in multiple ways by both sexes , probably even in a completely
opposite way . The purpose of using fairness creams by these men is not for
getting fair skin , as commonly misinterpreted in that report but actually for
skin protection from sun and to maintain a healthy skin .
Men do not care about their skin color , but they definitely worry about their
health of their skin.
The issue under concern is , whether do men really aspire for fair skin ?
So what is the major problem to be solved ? Positioning !
Solution : Adopt a repositioning strategy,and targets the men who worry about
their skin ,and needs a cream,which can protect their skin, and also one that
they can proudly take it with them anywhere
Create an ad , that depicts a salesmen or a traffic police getting their skin burnt
by the sun , and they are in desperate need of a solution to protect the skin.
The product then appears that acts as a boon to all the people who constantly
travel or exposed to the sun for a long time. ( Do not term it skin care ,and
give it a feminine name , like Fair and Handsome)
Probably a “Power Protector” ,”Blue Eyes” or “Freeze” cream can do the trick
Fair skin for men anyone?