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Area of Study: The topic for our study is Brand

Promotion Fairness War in Mens Cream. So wehave chosen men who are of age group between 15yrs

to 35yrs. Besides that we have found some fairness

creams for men that are existing in the current market.

Sub Areas of Study: the sub areas that we have been

studying is about the fairness creams that are currently

available for women. And branding of there products by

advertising and promotion. Besides that we studiedabout beauty salon for mens. and we studied about the

competition between companies for launching the new

products.

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To make the research more convenient we took the sample of 100

individual and 30 corporate.

We choose the location NOIDA where people come to Great

India Place, Central Stage Mall for shopping and a Society in

Sector 82.

We asked the people who are in the age group of 15 yrs to 35 yrs.To our surprise we found that most of the men are not using the

fairness cream unlike women. They are even not aware of which

fairness product is available in the market.

We also went to salon shops like LOreal, Salon 99 parlor, and

Scissors Menz Beauty parlor. There we found that most the men

come to parlor just for bleaching. We also find that men are also

getting more beauty conscious .

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Purpose of Research: Earlier days it was the time to fight for the

fairness creams for women. Fairness was the property for women

only. But the trend has changed now, instead of women it's time

for men to think of fairness.

Yes, the present trend is property for men who are running behind

the creams who are becoming beauty conscious like women.

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Problems in Mens Fairness Cream:

Customers lack about the products that are available in the market.

We also to went to the lower middle class people in NOIDA and

found that most of the men are very less beauty conscious, if they

want to apply any cream they simple use the womens fairness

cream.

Few companies are promoting there products through

advertisement unlike what they are advertising for women.

We also enquired people of brown skinned and black skinnedwhere we got that they wish to use more of fairness creams but

they lack the knowledge that which product is better in showing

the results.

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Questions asked from Respondents:

1. Which fairness cream do you use?

a. Nivea b. Fair & Lovely menz c. Fair & Handsome

2. Do you wish more fairness cream for men?

a. Yes b. No c. Cant say

3. How many Mens fairness cream do you know?a. Less than 3 b. 5 c. More than 5

4. How often do you use the Fairness Cream?

a. Once in a day b. twice in a day c. Thrice in a

day

5. How much you are ready to spend on Fairness cream?

a.Rs75 150 b. Rs 150 225 c. above Rs 225

6.Are you aware of new Mens fairness cream products in market?

a. Yes b. No c. Cant say

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7.Are you aware of newly launched Womens fairness cream products in

market?

a. Yes b. No c. Cant say

8. How many womens fairness creams do you know?

a. Less than 5 b. 8 c. More than 8

9. Do you use the fairness cream?

a. Yes b. No c. Some times

10. If you use the fairness cream which product do you recommend?

a. Nivea b. Fair & Handsome c. Others

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Findings from Research:

1. Why products are not reaching to customers ?

2. What kind of product that customers are exactlylooking for in terms of price and branding ?

3. What is the future scope of market in this area ?

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Only 35.08% mens use the

fairness cream

42.8% mens seeks more fairness

creams

10.3% mens know more than 5

fairness creams in the market.

22.8% mens are aware of more

than 8 fairness creams of women.

52.6% men are aware of newly

launched fairness cream in the

market.

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Analysis of DATA:

We see that only 35.08% of the total population of men use

the fairness cream which is a small but growing percentage

of usage of cream by men. The fairness products are

gradually becoming popular amongst the male youths.

Since, there are very limited number of fairness creams for

men, 42.8% of people men want more of variety products.

The reasons can be of quality, quantity, value for money and

branding.

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Only 10.3% men know about more than 5 fairness creams. Thiscan be due to less awareness of creams because of low media

publicity, less advertisement, lack of promotion, failure of

distribution channels.

Men are not much beauty conscious and less people are

concentrate on the newly launched products in the market. People

who are lower middle class and are not bother about there beauty

and men in the rural areas are not aware of these products. Thisdue to non availability of products

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Corporate Views:

Mohan Goenka, Director, Emami, says penetration is definitely an issue.

New brands find it more difficult, and at such levels, he says, referring tothe 50 lakh outlets across India in which fairness cream is sold. Emami claims

its Fair & Handsome, launched five years ago, accounts for Rs 125 crore of

the Rs 175-crore men's fairness products market. Goenka says this five-year-

old market is growing at 25 per cent, while the 40-year-old women's fairness

market is growing at 7-8 per cent.

Richa Singh, Marketing Manager, Garnier India, says in India, ideal skin care

translates to fair and glowing skin free of marks. Garnier entered the fairness

market in 2004 with the launch of Garnier Light specifically for Indian skin,

claiming the twin benefits of fairness and removal of dark spots. In 2009, itentered men's skin care with the Men's Powerlight range, which includes a

face wash and moisturisers. Consumer retention is a challenge, she says,

adding that Garnier seeks to provide relevant, innovative and high-quality

products at an affordable price.

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Besides the emergence of a men's category, the other notable

trend in the market is that most skin care products come with a

fairness solution. The fairness pitch has moved even to premiumproducts. Earlier only mass market brands such as Fair & Lovely

and Fairever used to rely on it, says Cavinkare's Viswanathan.

Marketing director, Soma Ghosh, told BrandLine recently that

the high-end brands such as Nivea and Neutrogena have fairness

creams as well as other products with pledges of fairness built

into them. Nivea, has a 15 per cent share of the men's fairness

cream market in the top 35 metros.

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Problems that exists in Fairness Cream for mens:

Most of the Men are not using the Fairness Cream unlike women.

Companies fail to promote there products through Media

advertising and promotional activities.

Lack of awareness of newly launched products

Lack of proper distribution channels

Companies are unable to meet value for money

Companies focused more on womens fairness cream than mens

fairness cream

Pricing and Branding

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Suggestions and Recommendations:

In order to gain the market share companies should create promotional activities

through media advertising, campaigns and hoarding.

Companies should bring the awareness programs among the men for using of

fairness cream with scientific data.

Companies needs to invest more on R & D to find new ways to attract the customers

and retain them

Customers are very price sensitive, so companies should give the value for money.

Distribution channels should be more flexible, so as that customer in touch with the

Product.

Majority of Indian Population consists of youth so Companies should focus on

Youth, because they very beauty conscious.

Companies needs to design a product which affordable to even lower income group.

They should come up with sachet with lower price where rural people can purchase it.

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