HLL has stretched the equity of its largest selling skin care brand — Fair & Lovely — into the sunscreen category.
This summer, the FMCG major has decided to include a second brand in the category after Lakme.
Speaking to Business Line, HLL officials said, "It is a natural extension for the Fair & Lovely franchise to get extended into the sun screen category since both fairness and sunscreens have common goals in terms of avoiding tan to get fairer." The new `Fair & Lovely active sun-block lotion' is pegged on a par with the mother brand of Fair & Lovely at Rs 30 for 25 ml and Rs 60 for 50 ml.
The sunscreen segment comprises 3 per cent of the Rs 1,265-crore skin care category and is growing at 11 per cent as per AC Nielsen. Lowe, the agency handling the Fair & Lovely brand is poised to unleash a campaign for the new active sun-block lotion.