Fair And Lovely Market Analysis

Fair and lovely enjoy the very large market share as compared to other fair creams because it target the consumer of lower and middle class which forms the bulk of population. Advertisements of Fair and Lovely not only catch the interest of the viewer but also display extensively that no one can miss them.

Comparison of Price:

Credibility

Any successful campaign first and last establishes credibility and a sense of truth and rightness in all that they do. Fair and lovely enjoys goodwill of Unilever which is one of the oldest in the cream business. Unilever is a credible name for quality save skin products.

Aligned/coherent:

The message that the campaign is promoting is carefully aligned with popular opinion and the general climate

Bollywood also has a role to play in pakistan’s market being watched in almost all homes without a distingsion of rural and urban setting. It provides the most popular escape mechanism for millions of Pakistanis, who lose themselves in the fantasy and drama of the movies, it is hardly surprising that the leading parts are played by fair skinned Bollywood actors and actresses. Famous light-skinned personalities, such as Pretty Zintta, Anoska Sharma, Hrithik Roshan and Amitabh Bachchan, are clear examples of this trend. The crossover between Bollywood and advertising via celebrity endorsements for skin-whitening products has had profound implications on the fetishization of fairness creams in general. For example, Shah Rukh Khan (undoubtedly one of the most popular stars in the history of Bollywood) has been signed on as the new brand ambassador for the recently launched male beauty cream Fair & Handsome. This has resulted in a mass following for the product based on the deadly combination of Khan 's appeal as a Bollywood personality and his ratification of the fairness cream as an element of his success. This product has had astounding success, even though there are strong taboos against Pakistanis men using cosmetics creams for beautification purposes. Current influences from film and marketing are important to the success of fairness

While the former have no qualms in leveraging the product as a way to springboard out of social or economic constraints, the latter consider the very concept of make-up and grooming practices, such as skin-whitening, as pretentious lies. Fair & Lovely has often been accused of fostering the commoditization of female attractiveness by highlighting the importance of a woman 's physical appeal in a predominantly male-dominated Pakistani society. Nowhere has this phenomenon of commoditization been more evident than in the arranged marriage business in Pakistan. By exploiting notions about the opportunity cost associated with having dark skin (which include limited job opportunities, as well as poor marital prospects and low social acceptance) and the scarcity of fair complexion, the marketing of skin-lightening products has clearly made fairness a fetish. As elucidated by the marital advertisements at the beginning of this paper, skin-whitening creams raise the sensitive issue of a Pakistani woman 's "marketability" in the marriage arena to prospective males who deem a fair complexion vital for a successful and happy matrimony. Although a growing number of ads now claim that the true intent of securing the perfect female "commodity" is clearly revealed by the adjective "fair" that regularly precedes the professional qualifications listed in these marriage ads, even among the wealthiest and best-educated families hailing from the most modernized cities across