New product to further enhance the benefits in anti-marks category
Re-entering the anti-marks segment, HLL has introduced a new variant, skinClarity, for its leading skincare brand — Fair & Lovely. Considering the FMCG major already has an anti-marks product, the new product is expected to further enhance the benefits in the anti-marks category within the skincare market.
Fair & Lovely's skinClarity with vita aloe complex is expected to lighten the skin with benefits such as clear even-tone, smoothness and non-oily look, apart from giving the `usual radiant fairness and no marks blemish lightening effects of the existing anti-marks variant'.
Extending the skin care benefits for consumers, Fair & Lovely expects to create face care enhanced products more than segmenting the market.
"It is not about segmenting the market but about giving different benefits to consumers. The face care market is growing at double digits and this is a new variant that we are giving our consumers," said Mr Venkatramani, Vice-President of skincare, HLL.
Pegged at a slight premium (Rs 37 for 25 gm) to the existing anti-marks cream (Rs 32 for 25 gm), Fair & Lovely's skinClarity propagates using products from the rest of its franchise such as its exfoliating face wash and peel off mask.