In the Rs 800-crore mirror-mirror-on-the-wall market for fairness products, the marketing focus seems to be on ‘relaunches’. For instance, Godrej Consumer Products Ltd (GCPL) has relaunched its fairness soap ‘Godrej Fair Glow’ with value additions to pump up volumes. Incidentally, GCPL is planning to phase out its fairness cream brand ‘Fair Glow’ in the Indian market place.
When contacted by FE, Mr Hoshedar K Press, executive director & president, GCPL said: "Now, our main focus is on Fair Glow soaps. As most customers find any fairness creams quite greasy, we plan to phase out Godrej Fair Glow cream gradually. We have relaunched our soap brand with a new perfume and yet, the price remains the same." According to dealers in Mumbai, Godrej is slowly pulling out its fairness cream brand in Mumbai.
As for its fairness soap, the company has recently revamped the packaging strategy of Fair Glow to woo new customers. And to announce the relaunch of Godrej Fair Glow soaps, the company will soon roll out new ad campaigns created by Mudra Communications.
Across the road, Emami Ltd, yet another major player in this segment is also planning to relaunch its fairness cream brand- Emami Naturally Fair-. According to Mr Mohan Goenka, director of Emami Ltd: "Before the relaunch of our fairness cream brand, we are conducting a market research to select the right concept. After knowing the research findings, we will relaunch our brand with value additions."
In sharp contrast to GCPL’s marketing plans, Emami Ltd has phased out its soap brand ‘Emami Naturally Fair’ a few months ago.
"And now, our focus is on our fairness cream brand," informed Mr Goenka. In the initial stages, Emami Naturally Fair was endorsed by film stars like Divya Bharti, Manisha Koirala and Sonali Bendre. "But since 2001, we are using models with the girl next-door image," said Mr Goenka.