Fair and Lovely Marketing Strategy

Fair and Lovely Marketing Strategy – Marketing Strategy of Fair and Lovely: After a researcher at HUL laboratory discovered that vitamin B3 was responsible for the lightening of skin color, the flagship brand by Hindustan Unilever was launched in 1973. After the brand was introduced, it was discovered that vitamin B3 could be used to improve skin pigmentation.

Fair and Lovely is widely accepted and has allowed the company to become a leading fairness cream supplier in many of the most developing countries around the world.

Marketing Strategy of Fair and Lovely

Fair and Lovely Marketing Strategy

Fair and Lovely’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Fair and Lovely? Let us discuss.

Fair and Lovely Marketing Strategy – Segmentation, Targeting, Positioning

Customers have different wants depending on their life, location, and ethnicity. Segmentation allows for the understanding of demographic and geographical segmentation variables. This has allowed Fair & Lovely to overtime serve different customer segments with similar characteristics.

Beautiful and Fair Uses a selective targeting strategy in order to appeal to its respective customer groups.

It has created a positive image of the brand and communicated that the products were safe, and effective, and made customers feel good about themselves.

Fair and Lovely Mission Statement

We want Fair & Lovely to become a brand that celebrates glowing and radiant skin, regardless of skin tone.

Fair and Lovely Vision Statement

“To deliver fairness treatments with superior efficacy, to reach more and more women around the world”

Fair and Lovely Tagline

“Fairness Expert”

Fair and Lovely Marketing Strategy

Fair and Lovely Marketing Strategy – Competitive Advantage

Parts of FMCG giant Unilever:

The cosmetic and cleansing brand is part of the renowned brand Unilever, which has 35 brands across various product categories. This is helping Fair & Lovely to build a sustainable business platform.

Fair & Lovely has a large market share in the market:

The ease of getting the product to customers at the bottom of the pyramid is what has allowed them to be ahead of the rest of the market. This has been a key competitive advantage.

Fair and Lovely Marketing Strategy – BCG Matrix

The brand is active in several business segments, including Cosmetic cream, Men’s products, Face Wash, Daily treatment, and Men’s solutions.

The brand has always been about the customer’s skin lightening and color enhancement needs. Therefore, its business segments Cosmetic cream, Daily treatment, and Skincare are stars in the BCG matrix, while Men’s Solutions and Facewash are new additions to the business.

Fair and Lovely Marketing Strategy – Distribution Strategy

Fair & Lovely’s distribution plan is in line with HUL, which uses go-to-market strategies to reach every corner of the country through its diverse channels of distribution.

We work closely with over 2700+ stockists, redistribution partners, and shoppers each day to maximize our sales It ensures that the products reach every corner of the country, no matter where they are located, whether it’s a small Kirana shop or a drug store, or a mom and pops store in a remote location.

Fair and Lovely Marketing Strategy – Brand equity

Fair & Lovely is the first fairness cream in the world that does not contain harmful chemicals or bleach.

It was rated the Twelfth Most Trusted brand in India by ACNielsen ORGMARG in 2003, while it was a Superbrand in 2004.

This brand is closely associated with women and helps them to become independent. Fair & Lovely Foundation has provided scholarships to support academically gifted girls from disadvantaged socio-economic backgrounds in order to help them pursue higher education.

Fair and Lovely Marketing Strategy – Competitive Analysis

There are many local, national, and multinational companies that offer self-grooming services.

Fair & Lovely operates in a low-end segment of cosmetic products. targets all strata of society. Fair & Lovely competes based on strong branding and visibility. They also offer small SKUs and easy availability in remote areas.

Fair & Lovely is competing in the personal & skincare segment with Ponds and Lakme. Garnier, Jhonson & Jhonson Clean & Clear, etc.

Fair and Lovely Marketing Strategy – Market Analysis

As people have a changing lifestyle, they are more conscious of skincare and the sales of products to help them.

The popularity of Ayush/Herbal products and the public awareness of the harmful effects of skincare products are what is changing consumers’ perceptions. Customers are now shifting to high-end products for their skin.

Fair and Lovely Marketing Strategy – Customer Analysis

Customers of Fair and Lovely are Retail customers, retailers, distributors/wholesalers, and Hotels.

Retail customers are between the ages of 10 and 35 years. The majority of them are women. This is why the company recently introduced products for men to tap into the untapped market.

The company targets the B2B customer segments of the Hotels and Event management firms.

You May Also Like:

This is the Marketing Strategy of Fair and Lovely. Please let us know if you have additional suggestions to add.


Let us know What do you think? Did you find the article interesting?

Write about your experiences and thoughts in the comments below.

Leave a Comment