HLL has fired the first salvo to achieve growth through cross categorisation by extending the equity of its leading fairness cream brand "Fair & Lovely" to a premium soap. The move is in line with the multinational's growth game plan to extend brands with relevant equities across categories. The company is also latching on to the fast growing fairness products category.
Priced at Rs 15 (75 gm), the Fair & Lovely fairness soap will directly compete with Godrej Soaps' Fair Glow fairness soap.
The idea of extending Fair & Lovely to a soap also meets HLL's strategy to develop and grow the premium segment of the market. The growth in the toilet soap market, which is highly saturated has slowed down and marketers have driven home the idea that premium soaps can enable them to grow in the market.
Even though Fair Glow has the first mover advantage in this segment, industry observers do not rule out the tremendous growth potential, which a Fair & Lovely soap would have, hinging on the strong equity of the mother brand.
Fair & Lovely fairness cream is the market leader in the fairness creams market with an 80 per cent share.
A teaser ad campaign prior to announcing the launch of Fair & Lovely soap which talks about fairness "like the moon" is already on air. The commercial to back Fair & Lovely soap has been created by Lowe Lintas & Partners and will be launched shortly. HLL's portfolio of premium soaps also boasts of Lux Suncreen soap, which is an extention of the Lux equity.