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Cavinkare eyes 10% marketshare

16-December-2004
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Cavinkare eyes 10% marketshare

CavinKare has revitalized its Fairever fairness cream with the addition of fruit vitalizers and an improved packaging. Fairever has 18.5 per cent market share among fairness creams in South India. The new Fairever cream has a blend of fruit extracts, saffron and milk to nourish and add glow to the skin. The packaging highlights the addition of fruit extracts.

Speaking at the launch, K S Ramesh, CEO, CavinKare, said, “Today’s consumers possess an in-depth knowledge of beauty care products. They readily understand the importance of key ingredients in attaining specific results, like fruit vitalizers for a shimmering glow. The success of Fairever as a brand coupled with insights from extensive research in our labs and the markets have led to the launch of the new Fairever fairness cream. This product is an innovation to satisfy the changing needs of consumers and we are confident that the new Fairever fairness cream will deliver.”

The new ‘Fairever’ cream will be promoted chiefly through a television commercial that highlights the slogan “World Notice You”. The TVC would go on air from December 25, and road shows will kick off across South India shortly.

The enhanced offering comes at the existing price. The product is available for Rs 5 for a 9 gm pack, Rs 27 for a 25 gm pack, Rs 49 for a 50gm pack, and Rs 69 for a 80 gm pack. It is being launched across South India in December 2004, and will roll out nationally by January 2005. Cavinkare is planning a major marketing drive to market the new Fairever in other regions like the North and West after it is launched nationally.

Fairever currently enjoys an eight per cent market share across India in its category. It is aiming at a 10 per cent market share. Fairever competes in the Rs 700-crore fairness market which is dominated by Fair and Lovely with an 80 per cent market share.

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