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319 Comments

  1. Sagar Ajgaonkar |

    Very insightful article. The category seems to be growing bigger and bigger and was really a breakthrough category when discovered.I think the target audience who is driving this category is mainly a Urban guy who works in a multinational and would like to be seen and perceived as smart and good looking.
    I think this very definition of “Good Looking” is changing at a much faster pace in Urban cities than when you compare it with rural cities.Sales figure of these brands might confirm this, when we compare Rural and Urban figure.

    To drive this category it has to have a more broader appeal to create the need for the youths in the Rural areas.This will actual take product category to a next level which would “Growth” when you look at the product life cycle.

    Regards
    Sagar

    • freshbrew team |

      Interesting view Sagar. In fact I would assume that with sachets, the fairness edge can be marketed to the rural youth too. We assume that rural follows urban, so brands are getting established almost in a linear fashion. Which could be quite the reverse with the fairness proposition for men. Why not!!

  2. Its funny that men chase fairness. Both Krishna & Ram were dark skinned. I think its the dying down of Ajay Devgan and such other heroes and the rise of Ranbir Kapoor, Hrithik, Imran as new superstars. Also increasing exposure to Hollywood and the importance given to looks even in colleges must be putting pressure. Also earlier girls parents chose the groom. Today the girls are doing it themselves. So boys need to impress. It does seem like a trend. Vaseline must have got enough publicity with this controversy. Did men buy?

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