I might have as well written this as a comment , but probably many might have missed it..I gladly appreciate all those who took the time to comment in detail thought u might have completely disagreed with me on my views. Its purely a different perception each one has
There are a few more points i might wish to include, and also in response to few people’s comments
As per the comments i receieved , and if one were to target only the metrosexuals, I
am sorry to say India is still “not there” yet and the percentage of these people might
not even be 0.1 %,so serving such a tiny market can never be profitable ,and i can
safely assume they already use all kinds of creams and gels from Nivea to
lakme to watever
There was a time, when there was only coconut hair oil available in the market ,
and these so called “metrosexuals” found it so “uncool” to use them or even
admit doing so , because of the stickiness and the smell.
This is where Brylcreem found an amazing category,that of a men’s hair cream and a gel ,
which was followed dutyfully by the likes of Parachute themselves ,
by introducing a hair cream .Can u believe that? Parachute Hair Cream !!
HUL , might have wished to emulate the same in the fairness cream segment,
where most men found it so uncool to admit using one.
So they bring up a men’s fairness cream
Reason why Brylcreem succeeded and not Fair and Handsome :
Well for starters , Brylcreem was a great product .Great packaging and more importantly a excellent brand name that exuded masculinity. Their Target segment was so clearly defined in their brand name itself.
Reason why Fair and Handsome will fail. Its a girly name.. Fair & Lovely, Fair & Handsome ! That is some creative thinking !
Even a fifth grader can come up with a better “masculine” name.
I asked around twenty female friends of mine across the country,
what would u say ,if ur friend said he used Fair and Handsome or seen carrying one
Their reply was in unison : I’d laugh like anything
The surprising thing is , a fairness cream is a product that is totally accepted..It is not even remotely connected to a product that is still considered Taboo in the country (Still the brand names and the positioning, makes it feel so uncomfortable)
My solution (again) : Reposition towards “health” and not “fairness”