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

• Publication date: August 2011

About This Report The skin whitening sector in India is set to grow on account of rising skin tone consciousness across consumer sectors . As achieving product differentiation is a challenge amid greater consumer awareness and an increasingly competitive industry place it is integral for manufacturers to identify key opportunities and an understanding of the Indian consumers’ attitudes. What's Included in This Report? ...

About This Report

The skin whitening sector in India is set to grow on account of rising skin tone consciousness across consumer sectors . As achieving product differentiation is a challenge amid greater consumer awareness and an increasingly competitive industry place it is integral for manufacturers to identify key opportunities and an understanding of the Indian consumers’ attitudes.

What's Included in This Report?


* This content will help manufacturers develop better targeted, more relevant skin whitening personal care products and industry ing

* It features four case studies on existing successful skin whitening brands in India

* Avoid costly investments by learning important lessons from existing industry players and brands in the skin whitening space

Key Market Facts

The skin whitening sector 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 sector grew at a 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 sector has witnessed one of the most rapid growth trajectories in the Indian male personal care market over the past few years, and continues to be promising. The value of the sector has almost doubled over the past four years.

Why Should You Buy This Report?


* What are the key consumer trends in the sector ?

* What innovation and industry ing strategies work/ don't work in the Indian skin whitening sector ?

Skin Care Products Industry in India

OVERVIEW
Catalyst
Summary
INTRODUCTION
Summary : deeply rooted cultural attitudes to fairness are being commercialized in an evolving personal care industry place
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 sector is undergoing a period of rapid growth
However, despite the growth potential demonstrated by the male skin whitening sector, the female consumer sector is still the key to value growth in the overall category
Trend: there is an increasing focus on "fairness brands" in the industry ing 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 industry positioning
Corporate social responsibility initiatives promote a "female empowerment" brand image
Ability to fend off competition through a presence in various consumer sectors
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 market players
APPENDIX
Methodology
Further reading
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