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Research on Fairness Cre

In: Business and Management

Submitted By deepikaseth21
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Introduction

There used to be a time when personal grooming products were used by only women. It is because nobody then had asked men what they wanted. In last 5 yrs the prophecy seems to have changed. In 2004, Emami conducted a survey to study the attitude of Indian customers towards the use of cosmetics products. They found out that the Indian male takes an average of 20 minutes in front of mirror to groom them compared to an Indian female who takes an average of 18 minutes in front of mirror every morning. They also found out that 25-30% of the fairness products available in the market were purchased and used by male customers.
Hence, identifying a need in the market for men specific fairness creams, Emami launched ‘Fair And Handsome’ – the first men fairness cream to be launched in India in 2005. Emami roped in Shahrukh Khan as its brand ambassador two years later and came out with the popular ‘Hi Handsome’ television commercial.
The product was a success and instantly led to a plethora of men grooming products including fairness creams to enter the market. HUL came with Fair & Lovely Menz Active in 2006 and next came Nivea for Men Whitening Moisturiser and Nivea for Men Multi-White Whitening Facial Foam. In 2009, Garnier India entered men's skin care with the Men's Powerlight range that also includes face wash and moisturiser followed by HUL extending its presence by introducing the Vaseline Men range.
According to latest statistics, the men's fairness products market is estimated at Rs.175 crore (nearly $40 million) and is growing at the rate of 25 per cent while women's fairness market is growing at 7 to 8 per cent. Over the last few years Indian markets have seen an unexpected growth in market size of male grooming products and especially the men fairness cream segment.

Research Objectives

* To study the consumer buying behaviour…...

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