Hindustan Lever Ltd (HLL) is pinning hopes on its star performer—Fair & Lovely—to spur sales in the Rs 1,200-crore skincare category. Having extended the core brand to over four categories, HLL is now all set to stretch the brand to one more category: talc.
With effect from next week, the mother brand Fair & Lovely will be launched in a unique two compartment packed ‘talc’, priced at Rs 32. The proposed launch comes close on the heels of the launch of Fair & Lovely dark circle under eye cream—a product currently being promoted heavily and a Fair & Lovely face wash, launched early this year.
In 2002, HLL’s decision to extend the ‘fairness’ attribute to talcs through Fair & Lovely, is perhaps driven by the fact that the usage of talcum powder as a fairness product was quite prevalent in earlier days particularly in certain regions.
According to industry sources, the Fair & Lovely business has a healthy growth in the export market as well—15 per cent in volume driven by sustained sales campaign in South- East Asia. The mother brand Fair & Lovely cream was also relaunched with improved packaging and communication last year.
All these initiatives, along with investment in advertising and rural penetration, led to high growth for the franchise through the year.
Marketed in over 38 countries through HLL Exports and local Unilever companies, Fair & Lovely franchise also includes Fair & Lovely Fairness Reviving Lotion, Fair & Lovely Fairness Cold Cream and Fair & Lovely Fairness Soap.