CavinKare, the Chennai-based FMCG company, announced the re-launch of its Rs 55 crore fairness cream brand ‘Fairever’ on Monday. Announcing the appointment of popular South Indian actress Asin, the first ever brand ambassador for the brand, the company also stated that it would launch two new brands this year.
Fairever, which claims to be the second largest fairness cream in India with a market share of eight per cent (17.5 per cent in South India), was relaunched with an ‘all-new’ product blend and new packaging. It now contains Kashmir saffron along with the existing ingredients and the same is being communicated through the packaging and TVCs.
Addressing media persons, K.S. Ramesh, CEO, Personal Care Division, CavinKare, said, “We intend to launch more variants of Fairever in the coming year. And the marketing spends are in the region of 20 per cent of the brand sales. We expect the brand to better its present share of Rs 55 crore in the next year.”
The TVCs are to go on air from July 15, in the South Indian languages initially and then on the national channels. The TVCs feature the new brand ambassador and the CEO explained the brand fit between Asin and ‘Natural Fairever’ saying, “They are both very vibrant, youthful, in tune with the times, confident, positive yet practical and no-nonsense brands. Both Asin and Fairever are budding stars trying to make themselves No.1 in their respective fields.”
CavinKare also launched an ‘egg’ variant of its pioneering shampoo brand ‘Chic’ earlier in the day. Ramesh added that the company would look at a lot more launches this year across its Fairever, Spinz and Meera brands, besides the launch of at least two new brands.
CavinKare’s revenues were at Rs 505 crore last year, registering a growth of 16 per cent. Its R&D spend is said to be in the region of three per cent of its topline. With the new ingredient that promises to set the girl next door glowing, Natural Fairever will be priced on a par with market leader ‘Fair & Lovely’, at Rs 28 for a 25-gram pack.