Addressing a different set of consumers dealing with the problems of oily skin, Hindustan Lever Ltd (HLL) has introduced a new oil-control fairness gel under its Fair & Lovely franchise.
Containing extracts of real papaya and watermelon, the gel is pegged on par with the rest of the Fair & Lovely creams, at Rs 26.50 for 25gm and Rs 48 for 50 gm.
Mr Samir Singh, Senior Brand Manager, HLL, said, "We are planning to draw in new users of oily skin through this new variant. Most of the creams in the market do not address this need. In fact, there is a massive need in the skincare market for oil control after fairness and moisturising.''
In the recent past, HLL has been increasing its oil-control offerings with Pears being stretched into oil-control variant.
Besides, HLL has consciously decided to price its Fair & Lovely oil-control fairness gel on par with the rest of its Fair & Lovely creams. Added Mr Singh, "Most of the gels existing in the market are niche high-end products. We have decided to price our Fair & Lovely gel on par with our existing creams in the market."
The new Fair & Lovely oil-control fairness gel is also expected to open up a new segment in the mass skincare care with its unique application. "This is going to be a different type of gel, which is expected to remove the oily layer on your skin. It is almost an entirely new format within the mass skincare category," said Mr Singh.
The new gel is manufactured by the Silvassa-based company - Unique Healthcare Products.
HLL has changed the packaging format for its latest variant. The gel sports a flatter carton compared to the long and slim rectangular boxes of its creams. Boasting of having the goodness of `real papaya extracts to give glowing skin and extracts of watermelon that will cool and refresh your face,' the new variant boasts of almost similar benefits compared to its existing fairness creams. For instance, it intends offering the same triple sunscreens that protect the user from the sun's harmful UV rays and promises fair and fresh skin in four weeks.
New communication for the latest Fair & Lovely is already on air with actor-turned-filmmaker Rakesh Roshan featuring in it. The commercial shows Roshan signing on a pretty face (she is supposed to have used the Fair & Lovely oil control gel) as the actress for his latest film.
According to executives at Lowe, the agency handling the Fair & Lovely account, "The new communication is true to the essence of the brand. It is all about transforming the destiny of women."
Launched almost three decades ago, apart from the original fairness cream, Fair & Lovely's present portfolio comprises variants such as anti-marks, ayurvedic and darker skin. Recently, it has also re-launched its soap with fairness vitamins.