CHAPTER-1 UNDERSTANDING THE CONCEPT

A cream is a topical preparation usually for application to the skin. Creams may be considered pharmaceutical products as even cosmetic creams are based on techniques developed by pharmacy and unmedicated creams are highly used in a variety of skin conditions (dermatoses). Topical medication forms Cream - Emulsion of oil and water in approximately equal proportions. Cold creams Ointment - Combines oil (80%) and water (20%). Gel - Liquefies upon contact with the skin. Paste - Combines three agents - oil, water, and powder; an ointment in which a powder is suspended. Powder Liniment By definition, face creams have an oil and water base and are thicker in consistency. Its thickness and its partial oil base provide protection from the natural wear of the day (or night). They are divided into two types: oil-in-water (O/W) creams which are composed of small droplets of oil dispersed in a continuous phase, and water-in-oil (W/O) creams which are composed of small droplets of water dispersed in a continuous oily phase. Oil-in-water creams are more comfortable and cosmetically acceptable as they are less greasy and more easily washed off using water. Water-in-oil creams are more difficult to handle but many drugs which are incorporated into creams are hydrophobic and will be released more readily from a water-in-oil cream than an oilin-water cream. Water-in-oil creams are also more moisturising as they provide an oily barrier which reduces water loss from the outermost layer of the skin. Uses of creams The provision of a barrier to protect the skin This may be a physical barrier or a chemical barrier as with sunscreens To aid in the retention of moisture (especially water-in-oil creams) Cleansing Emollient effects Antioxidants and amino peptides give the skin a more youthful look. Shea butter has anti-inflammatory properties and has been known to reduce the look of scars. Vitamins and minerals Fragrance-free and hypoallergenic No oily residue on the skin Prevent wrinkles with moisturizing cream.

CHAPTER-2 UNDERSTANDING THE INDUSTRY

Pre-history Humans have been using moisturizer since at least the Mesolithic era 10,000 years ago, when people smeared animal fat on themselves to keep skin supple. Many Native American tribes also used animal fats from beasts they had slaughtered to help keep warm and as decoration. Women in Latin America have used avocado to moisturize since pre-Columbian times, while people in Brazil and Africa have long used palm oil. Ancient Civilizations Sumerians (members of the world's first known civilization, in present-day Iraq) created salves from pulverized plant, animal or mineral material, which they combined with wine and tree oils before applying to the body. Ancient Egyptian parchments also describe the use of body cream and moisturizers have been found among items in Egyptian burial sites. Cleopatra was known for applying olive oil or sesame oil to her skin, while other Egyptians applied an ointment made of oil of ben and resinous myrrh (later versions of the same ointment included oil of bitter almonds, olive oil, cardamom, honey and wine. Greeks and Romans Olive oil also was popular as a moisturizer among the ancient Greeks. In fact, the ancient Olympics were conducted by men greased in olive oil. Some Greek women used an anti-aging routine that involved spreading milk and bread on their faces at night, while Hippocrates said using honey on the face would guarantee "a fresh and jovial look." The celebrated Roman physician Galen was the first to develop cold cream (named for how it made your skin feel), which he created around 200 BC by melting beeswax into rose oil and then adding water. The Birth of the Modern Cream After centuries of homemade preparations, manufactured body creams became widespread in the 1800s. Popular new ingredients included petroleum jelly, which was used all over the body beginning in the late 1800s, as well as mineral oil. Techniques for collecting lanolin, a waxy substance produced by sheep and other wooly creatures, were also perfected in the late 1800s, and the substances became another common addition to creams. Around 1900, some manufactured products broke out of their local markets and attained nationwide distribution. One of the first, was Hinds' Honey and Almond Cream, formulated in 1872 by a drugstore owner in Portland, Maine. However, the development of body creams really took off in the 1930s, when the invention of television led to a boom in advertisers plying their wares.

2.1 Size of the industry, growth rate

Fairness Creams have become a vital product for the Indian companies in increasing their overall sales due to the importance given by Indian consumers towards fairness. As India is a country known for its diversity different consumers from different parts of the country prefer different brands. India has a tropical climate with maximum number of months having sun shining as the brightest star. Moreover, the temperatures are rising day by day. These factors create a need for the otherwise darkened skin due to over-exposure to the shining sun. The fairness cream market in India is driven by not only growth in the womens sector but also growth in the male grooming segment. Due to the rise in disposable income and enhanced awareness with the help of larger penetration of media, fairness cream in India is experiencing stronger demand. Due to the increase in organized retailing and trends towards tapping untapped potential of mens segment, Indian fairness cream market is poised for further growth. Recent cosmetics business market analysis reveals that many international companies are now outsourcing cosmetics to India and that the cosmetics market in India is growing at 15-20% annually, twice as fast as that of the U. S. and European markets. The growth rate in the cosmetics market reflects increasing demand for beauty care products in India. Skin care and cosmetics account for more than Rs.18.5-billion market size while the hair care market is worth more than Rs.80 billion. The leading players in the market include Hindustan Lever Ltd., (HLL's) 'Fair & Lovely' with 76 percent of the market share and Cavin Kares 'Fairever' with 15 percent of the market share. Other important players like Godrej' s 'Fairglow', Emma's 'Fair and Handsome', Vicco and Himalaya share the rest of the market share There are number of fairness creams and other skin whitening products in the market such as peel-offs, serums, lotions etc. The male grooming market was almost nonexistent and the Indian market had few dedicated products to offer men. Soon after Khans commercial, Emami Group entered the mens fairness cream market. Market talk was that a noticeable proportion of sales of Fair & Lovely, a womens cream, were from men. Emami decided to push the opportunity. In 2005, Emami created history by launching Fair and Handsome, a fairness cream for men, which still dominates the space with close to 70% market share. The company calls this brand the worlds No. 1 fairness cream. The company achieved sales of $13 million in 2008-09. In 2007, Hindustan Unilever launched Fair & Lovely Menz Active but it could not gather much share. Over the past year, multinationals such as Beiersdorf (Nivea for Men) and L Oral (Garnier Power Light) launched a series of products for mens skin care. While the overall cosmetics industry is growing at 15% year-on-year, fairness creams constitute a huge market with sales worth nearly Rs.2,000 crore (Nielsen 2010 figures). Of this, mens fairness creams account for 10%, though growing at 30% year-on-yeara sign that they are catching on.

According to a Nielsen survey on male grooming, conducted among 1,000 men in Mumbai, Delhi, Kolkata and Hyderabad, every second man has a monthly date with a salon. In India, fairness creams dominate the space with more than a 45% share, followed by moisturizers at 22%. Now, the market seems to be looking beyond fairness creams. In five years, Fair and Handsome has become Rs.100 crore brand, growing at 45% per annum and contributing 15% to Emamis revenues. Hindustan Unilever is currently advertising Fair & Lovely MAX Fairness for Men. It has also extended its Vaseline brand to the mens grooming segment. Inspired by the changing grooming behavior of Indian men, in May 2009 we entered the mens grooming market with Garnier Men. Within three months, Garnier Men became the number two player in the mens skin care market, which is currently less than five percent of the total skin care market but growing fast. Within that, fairness comprises 85 percent. According to industry sources, the total size of the Indian retail beauty and cosmetics market is currently estimated at $1.5 billion, with fragrance comprising the largest component. Color cosmetics account for 14%; fragrances, 21%; hair care, 19%; skin care, 17%; beauty services, 13%; herbal products, 9%; and others, 7%. If the overall beauty and wellness market is considered, which includes beauty services, the market is estimated to be around $2.68 billion.

2.2 The products

Fairness Creams in our country have gained a lot of popularity over the past decade because of the growing awareness amongst girls and ladies regarding a fair, brighter complexion. All the fairness creams have similar basic ingredients but the several additions make them more suitable to some particular skin type and may irritate other skin type. Top Face & Skin Care Cream Brands in India Nivea Vaseline Ponds Lakme Fair & Lovely

Here is a list of the leading Fairness Creams in India which are highly preferred for achieving a spotless and beautiful complexion: and Lovely

Fair and Lovely is the most popular fairness cream in India. It is widely chosen by women for a younger, brighter complexion. It has a number of variants like anti marks, skin clarity, multi vitamin, active sun block, ayurvedic balance and even a fairness cream for men known as Fair and Lovely Menz Active. The Fair & Lovely Foundation has a vision to give an opportunity to as many women as they can to realise their dreams. Light

Garnier is a mass market cosmetics brand of LOral that produces hair care and skin care products. Much like other brands from LOral, it is sold in several markets around the world. The Garnier Light Fairness and Dark Spots prevention cream lightens skin, Prevents dark spots from reappearing. It has a multi-targeted action to protects a fair and radiant look: it smoothes, lightens the skin, protects from UVA & UVB rays, and helps prevent appearance of dark spots. Natural White

Olay Natural White Night Cream contains twice the mulberry leaf extract, which is proved to not only whiten you skin, but also optimizing its texture leaving skin feeling feather soft. So it gives a fairer, smoother skin. It nourishes skin from deep inside, 2X whitening effect; it gives intense moisturizing and reveals skin health and radiance. Olay Natural White helps not only to improve skins fairness but also to improve the condition of skin. White Beauty

Enriched with detoxifying vitamins, White Beauty is not only popular for whitening the skin, but to neutralize the effect of darkness causing elements in todays harsh environment. The range consists of a number of products other than a fairness cream. It is the brands commitment of providing superior face care solutions to Indian women. Each ingredient is testimony to the latest research in skincare and a commitment to quality and pricing. The Ponds white Beauty range is widely available throughout India. Visage Sparkling Glow

Nivea visage sparkling glow day care fairness cream gives fairer complexion that glows from within and stays protected. It is advised that after cleansing and toning face apply the cream by gently massaging in to the skin using small upward , circular strokes for optimal fairness result. The Nivea Visage Sparkling Glow range promises skin three times fairer than usual in just three weeks. It is designed to bring out your skins inner glow and make it sparkle. White Perfect

The Loreal White Perfect is enriched with White Micro Pearls, Melanin-Block and Vitamin C for radiant, fairer skin. Loral Paris has discovered the new generation of natural whitening. It is based on the knowledge that skin coloration depends not only on the level of melanin pigments but also on the microcirculation under the skin. Lakme Perfect Radiance

Lakme offers Perfect Radiance for skin to tackle all signs of skin darkening. Enriched with calming and purifying extracts of White Lotus and Sacred Lily, it includes a number of products in this range. The fairness cream should be used to be smoothed onto cleansed skin every morning and evening to discover skin that glows from within. The Lakme Perfect Radiance Fairness gives fairness thats ultimate and complete. It ensures that skin looks fair not just on the surface, but lends to it a fairness so complete, it looks radiant, day after day. Fine Fairness

The Neutrogenas Fine Fairness range transforms skin from the inside out. With a holistic approach, its dimensions target all aspects of skin radiance. It gives whiter, healthier looking skin that lasts. Fine Fairness is defined by simultaneous action in 3 facets tone, texture and hydration to ensure even-toned, smooth and supple skin from inside out. The synergistic Fine Fairness range effectively brightens complexion to give an even-toned, brighter skin.

More saffron is added to pamper skin to a new brightness. And more milk to keep it nourished and glowing. Theres wheatgerm oil to keep skin youthful, and sunscreens to retain fairness, while reducing the harmful effect of UV rays. It is suitable for all skin types.

Shahnaz Hussain Fair One Cream has a unique blend of herbal ingredients like saffron, honey, apricot oil, rose, cucumber and lemon distillate. The formulation protects the skin from the darkening effects of the sun. Honey, a natural moisturiser, nourishes the skin, keeping it smooth and supple.This cream helps to make your skin look fairer and brighter. It not only de-pigments but also nourishes and restores damaged skin cells. It ensures long-term benefits by sustaining and maintaining a healthy, flawless skin. Vicco turmeric cream

Vicco turmeric cream can be considered as Indias first fairness cream although its not positioned as such. During the early 80s and 90s Vicco turmeric was the most sort out fairness cream by women in India. But somewhere in between the brand was lost in the crowded market of fairness cream. The product was a huge hit among the women consumers who preferred natural treatment in place of chemical cosmetics for their skin. The pioneers of the fairness cream were quite successful in building the brand image on the minds of consumers as ayurvedic cream. They delivered what they promised. The consumers were satisfied with the results and quality which encouraged Vicco to enter the international market and introduce new variants under the brand

2.3 Major competitors

2.4 Strategies adopted by Hindustan Unilever Limited (HUL) & closest competitor strategies CHAPTER -3 PRIMARY DATA COLLECTION 3.1 Visit the dealer /retailer of the product and conduct indepth interviews 3.2 Survey of customers regarding their buying habits and satisfaction level
Read more: The History of Body Cream | http://www.ehow.com/about_5431580_history-body-cream.html#ixzz2Li5vrCt1 Read more: The History of Body Cream | http://www.ehow.com/about_5431580_history-body-cream.html#ixzz2KaXZeiuI Date -01-02-2013 http://www.beautypackaging.com/articles/2011/06/alls-fair-in-indias-cosmetics-market 29/1/12, time- 7:20 pm http://www.marketresearch.com/Netscribes-India-Pvt-Ltd-v3676/Fairness-Cream-India6586592/,date-2-2-12, tm- 8 pm http://www.slideshare.net/chumkykakaty/fair-and-lovely http://www.moneycontrol.com/news/business/emami-sees-rs-800-cr-mkt-size-forfairhandsome_290197.html http://marketingpractice.blogspot.in/2006/01/ponds-as-beautiful-as-you-want-to-be.html http://passionateinmarketing.com/case-in-branding-the-rise-and-fall-of-vicco/ ,dateeHow.com

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