Marketing Mix of Fair and Lovely and 4Ps (Updated 2024)

The Marketing mix of Fair & Lovely analyses the 4Ps of Fair & Lovely, including the Product, Price, Place, and Promotions. Hindustan Unilever is a public Ltd company dealing in consumer goods. This Indian company has joined with ‘Unilever,’ an Anglo-Dutch corporation that deals with personal care products under the brand ‘Fair & Lovely.’ The Fair and Lovely products are advertised as skin-lightening products and are targeted with females in mind. This fairness cream is the first of its kind in the world. It was developed in 1975 and was later launched in India in 1978. The brand made its international debut in 1988. In 2004, it was acknowledged as a Super Brand.

The chief aim of Fair and Lovely is to provide protection, nourishment, and purification for daily skin treatment. Besides giving a glowing complexion, the products are also helpful in curing skin discoloration. Some of the essential features of the products are as follows.

• Removes marks on skin
• Removes darkening of the skin
• Acts as a natural sunscreen
• The fragrance is very good
• Good for all types of skin
• Have few side effects
• Does not contain alcohol
• Ingredients do not consist of any animal product

‘Fair and Lovely’ faces competition from beauty products from well-known brands like Emami, Nivea, Lakme, and Gillette.

About Fair and Lovely

• Type: Cosmetic product
• Industry: Beauty and personal care
• Founded: 1975
• Founder: Hindustan Unilever
• Headquarters: Mumbai, India
• Area served: Worldwide
• Key people:  Sanjiv Mehta, Chief Executive Officer & Managing Director
• Number of employees: Over 1,250

Fair and Lovely Product Strategy

Fair and Lovely uses the best technology in the world for skin-lightening products. The brand principal of the company is ‘Rescripting History,’’ and it has periodically innovated and experimented with its products to maintain its quality and remain at the top. Fair and Lovely maintains that it does not use any harmful ingredients or bleach in its making. The ‘Oil Control Fairness Gel’ has papaya as its main ingredient that makes the skin glow. The watermelon extracts in some of the products keep the face relaxed and fresh and protect the face wash from the sun’s harmful rays. The other principal components are vitamins A, B3, and Aloe vera. All the products are harmless, leaving the skin fair and fresh. The products provide fairness gradually from four weeks to six weeks. These ingredients have been used globally by many reputed brands. BIS (Bureau of Indian Standards) has approved and released all the products in the market.

The new Product Mix of Fair and Lovely in 2023 is as follows (Source).

1. Various Skin Lightening Creams: The core of their product line, available in multiple formulations for different skin types and with various added benefits like sun protection, anti-aging properties, etc.
2. Face Washes: Complementary skincare products, often advertised to enhance the effects of skin-lightening creams.
3. Lotions and Moisturizers: These products usually aim to hydrate the skin, sometimes with the added benefits of skin-lightening.
4. Men’s Range: Fair and Lovely also offers products specifically formulated for men’s skin, including fairness creams and face washes.
5. Specialized Skincare Products: This can include products targeting specific issues like dark spots, under-eye circles, or other skin concerns.

Fair and Lovely Place Strategy

Fair and Lovely products are available in almost thirty countries all across the globe. With a solid and loyal consumer base of nearly two hundred million, the company stands tall, believing that beauty is a strong motivator in changing one’s destiny. Fair and Lovely has captured the markets of countries across Africa, Asia, and the Middle East. In Bangladesh, it has netted the people’s imagination, print media, and the markets.

Fair and Lovely Products’s head office is in Mumbai, India. Its distributor base is solid, and because of accessible transportation facilities, the products are sent to the market with minimal fuss. In every significant showroom, local market, and local shop, one can find a display of Fair and Lovely products quite conveniently. Fair and Lovely has opened consultation centers in all the important cities in India. Trained consultants are recruited to guide the customers with their skin treatment programs.

Here’s the place strategy of Fair and Lovely.

1. Extensive Distribution Network: Fair and Lovely employs a widespread distribution strategy, ensuring its products are available in various retail outlets ranging from large urban supermarkets to small rural stores. This broad reach helps them cater to customers in diverse geographic locations.
2. Online Presence: Recognizing the shift towards digital commerce, Fair and Lovely has established a solid online presence. This includes being available on major e-commerce platforms, which allows them to reach tech-savvy consumers and those who prefer online shopping.
3. International Market Penetration: The brand has extended its market beyond its home country, targeting countries in South Asia, the Middle East, and Africa. This international expansion caters to diaspora communities and local populations demanding skin-lightening products.
4. Localized Product Offerings: Fair and Lovely adapts its product range to suit local preferences and skin types in various international markets. This localization strategy ensures greater relevance and appeal in different cultural contexts.
5. Strategic Retail Partnerships: Fair and Lovely often partners with key regional retailers to enhance visibility and accessibility. These partnerships can include exclusive promotions or prime shelf placement, making the products more noticeable and attractive to potential customers.

Fair and Lovely Pricing Strategy

A Fair and Lovely product is usually found in most homes irrespective of being in any income group. The products of this company have dominated the market for an extended period, and its customers range in age groups from students to mature and older women. To determine its pricing policy, the company has taken many well-meaning steps. They have uploaded a questionnaire on their websites where the buyers answer all the related questions. This helps them to understand the wishes and demands of the customers.

Data are collected after a thorough market search, giving the consumer’s perspective prominence. The company has hired specialists who constantly monitor the price range of introduced products and their competitor’s products. The pricing mechanism has been flexible and depends mainly on the market’s economic conditions. If, in some cases, their prices are higher than their competitor’s products, then they start offering discounts and various schemes to counter it.

Fair and Lovely’s pricing and marketing strategy is a well-calibrated blend of market penetration and value-based pricing tailored to establish a strong market presence while maximizing value perception among its target consumers.

1. Competitive Pricing: Fair and Lovely positions its products at competitive price points. This strategy is designed to make their offerings affordable to a broad market segment, particularly in regions with high-cost sensitivity. By pricing their products competitively, they can undercut or match the prices of their rivals, making their products more appealing to price-conscious consumers.
2. Tiered Pricing for Different Segments: Understanding the diversity of its consumer base, Fair and Lovely employs a tiered pricing strategy. This involves offering products at various price points to cater to different segments, from budget-conscious consumers to those willing to pay more for premium formulations. This approach allows them to tap into different market segments without alienating any specific group.
3. Psychological Pricing Techniques: The brand often uses psychological pricing strategies, like pricing products just below a round number (e.g., $9.99 instead of $10). This makes the products seem more affordable and can encourage impulse purchases.
4. Promotional Discounts and Bundling: Fair and Lovely frequently employ promotional pricing tactics, such as discounts, coupons, and bundling, to stimulate sales. These promotions not only help attract cost-sensitive customers but also aid in introducing new customers to the brand.
5. Value-based Pricing for Premium Products: Fair and Lovely adopts a value-based pricing strategy for their premium range. This is where the price is set based on the product’s perceived value to the consumer rather than solely on the cost of production. Products with advanced formulations or added benefits like UV protection or anti-aging properties are priced higher, targeting consumers willing to pay more for these additional benefits.

Fair and Lovely Promotion Strategy

Fair and Lovely brand is committed to empowering women’s power, and this initiative has led to the opening of the Fair and Lovely Foundation. This foundation has served as a great advertisement tool for the company. The various schemes initiated by the foundation have become very popular, like providing employment and helping the underprivileged and women. Every year, the INR 1 lakh scholarship is awarded to a deserving girl child whose academic record has been outstanding.

The advertising method used for the Fair and Lovely brand is unique in its concept. The most common ad shows six stages of the gradual whitening effect on women. The glow and the happiness depicted on women in this advertisement are a hope that every girl dreams. Every girl wants to be fair in our society, so fairness cream has become a necessity instead of a luxury item.

The Business advertising and marketing strategy of Fair and Lovely has been distinctive and irreplaceable. They have continued to touch the hearts of the consumers. Special attention has been given to the packaging of the products. Its distinctive and beautiful packaging has helped in its recognition everywhere. Marketing campaigns include ads on billboards, magazines, banners, and newspapers. The visual medium of television has been exploited to the maximum limit. Many online shopping centers offer ample discounts and offers on the market price to attract customers.

Many famous and well-known personalities have been roped to advertise the fair and its products. Yami Gautam is the current brand model of Fair and Lovely products, and her ads on television have become a hit. Tammana, a famous Tamil actor, is working as a model for fair and lovely ads in the south. The other famous actors working as Fair and lovely models are Ileana D Cruz, Genelia, and Ridhima Pandit. Young and dashing cricketer Virat Kohli has been selected as the model for the fair and lovely men’s product. These advertisements have helped in massive sales.

Some Recent Video ads and Print ads for Fair and Lovely are:

Liked this post? Check out the complete series on Marketing Mix