went internationally in 1988 and is presently available in

Introduction
30 countries across Asia, Middle East and Africa.
Mirror Mirror on the wall who's the fairest of them all?
Although Fair and Lovely has been targeted by many
This phrase reminds of the famous Disney character
social activists and Human rights groups which accuse
called Snow white and the world knows about this fairy
the brand of being racist and criticize the advertisements
tale even though it basically originated from Germany.
of Fair and Lovely showing unconfident, depressed dark
Since ages beauty has been equated with porcelain skin,
skinned girls disappointed with their lives transforming
rosy cheeks and scarlet lips. But not every Indian girl is
into confident, vivacious and fair skinned beauties after
born with a fair skin but in a society where Fairness is an
using Fair and Lovely. Despite the recent controversies
adjective of beauty the aspiration for a lighter skin is
this brand managed to maintain its predominance in the
predominant.
Indian market because a significant Indian population is
obsessed with fair skin especially in the rural areas and Hindustan Unilever Ltd realized the need of a fairness
small towns. The notion of Dusky Diva is restricted to the product in the market and developed a Fairness Cream in
metros only. 1975 named Fair and Lovely. It was marketed nationally
in 1978. Soon this magical beauty product became a rage
Fair and lovely is the worlds first fairness cream and
not only in the Indian market but the positive word of
have enjoyed consumer preference since 35 years but
mouth also spread across the country. Finally the brand
with the launch of International brands like Olay Natural
Key Words: brand, differentiation, relevance, esteem, knowledge, brand strength, brand stature, brand asset
valuation, brand power
This case analyses the Brand value of the worlds first and most selling fairness cream brand using Brand Asset Valuator
model proposed by Young and Rubicam. A detailed analysis of Fair & Lovely is done on four basic dimensions of this
model Brand Differentiation, Brand Relevance, Brand Esteem and Brand Knowledge which further are clubbed
together into two parameters Brand Strength and Brand Stature respectively. Brand Strength predicts the future
performance of a brand and is summation of effective brand differentiation and relevance. Brand stature reflects the
current performance of the brand which is an outcome of high brand esteem and relevance.
Fair & Lovely is strong on all the four pillars and occupies the leadership position in its product category because it has
constantly revamped itself with the changing needs of the market and has been quick in identifying the present as well as
future challenges and opportunities. Even after more than three decades of its existence the brand still dominates the
Skin Fairness Product category because it has ensured that the core Association of Fair & Lovely and healthy fairness
does not get diluted with time.
At the end it has been pointed out that over the years Fair & Lovely has restrained itself from Brand Extensions despite its
tremendous brand power. The issue is that the predominant brand associations of Fairness and Feminity are in a way
restricting the brand from diversification and caging it the existing product category. Thus some innovative strategies
need to be formulated in order to efficiently leverage the transcendental Brand Valuation of Fair & Lovely.
1 2
Saima Khan and Bilal Mustafa Khan
Brand Power of Fair & Lovely
(A Case study on Fair & Lovely fairness cream)
1
Junior Research Fellow, Department of Business Administration, Aligarh Muslim University (AMU), Aligarh (E-mail: saimakhan631@gmail.com)
2
Senior Faculty Member, Department of Business Administration, Aligarh Muslim University (AMU), Aligarh (E-mail: bilalmkhan@rediffmail.com)
Asia-Pacific Marketing Review
July-December 2012
pp. 104-114,
www.asiapacific.edu
Vol. I, No. 2,
ISSN : 2277-2057
Asia-Pacific Marketing Review Vol. I, No. 2, July-December 2012
White, Neutrogena Fine Fairness, Garnier Light etc the Active was launched in 2006 as a counter product for
competition is burgeoning for Fair and Lovely and thus Emamis Fair and Handsome which came out in the
its getting important for this brand to keep on market in 2005.
rediscovering itself but at the same time ensure that it
Fair and Lovely at present offers a range of six products.
does not lose its originality in the long run. This case
1) Fair and Lovely Multivitamin
study attempts to decipher the brand power of Fair and
Lovely and identify the challenges ahead. 2) Fair and Lovely Ayurvedic Balance
3) Fair and Lovely Anti -marks
Fair and Lovely
4) Fair and Lovely Winter Fairness cream
Composition
5) Fair and Lovely Menz Active
This fairness cream is a synergistic combination of
6) Fair and Lovely face wash
Vitamin B3 (Niacinamide) with UVA and UVB
sunscreens working together to shield the skin from
Brand Power of Fair and Lovely
getting tanned under sun and gently lightening the skin.
Consult Brand Strategy, part of Young & Rubicam
The brand claims that there are no harmful ingredients
(Y&R), has developed a brand equity measure called the
such as bleach, steroids, mercury, hydroquinone which
Brand Asset TM Valuator (BAV) Y&Rs BAV is a world-
damage the skin.
wide study of over 500.000 consumers attitudes to
Fair and lovely needs to be applied twice a day at least for
approximately 35.000 brands across the same set of 55
four weeks for visible results and if discontinued then the
parameters in 44 countries, conducted at regular intervals
skin tone will revert back to its original color. Thus the
over 12 years (Keller 2003a; Consult Brand Strategy
fairness process is reversible.
2005; Aaker 1996). Brand Asset Valuation measures the
brand value by analysis of four broad dimensions namely
Product Line
(Exhibit 1):
The brand started of selling a single fairness cream but
1) Differentiation Brands point of difference
from time to time kept on launching new variants in the
2) Relevance- How appropriate is the brand in the
market, few of them were successful and rest all were
mind of consumer.
pulled back within 2or 3 years of their launch. The latest
addition in the product line is the Fair and Lovely face
3) Esteem- How well regarded the brand is amongst
wash which claims that by using this face wash prior to
the consumers.
the cream will lead to double fairness. Also a separate
4) Knowledge- Intimate and detailed understanding
fairness cream for men called Fair and Lovely Menz
of the brand
105
Exhibit 1: Depicting four dimensions of brand value in hierarchy of their importance
Knowledge
An intimate understanding of the brands.
Esteem
How well regarded the brand is.
Relevance
How appropriate the brand is to you.
Differentiation
The brand's point of difference
(Source: FMCG and Retail Marketing Blog)
Furthermore Differentiation and Relevance can be brand versus other brands and the levels of other product
clubbed together to convey a brands growth potential attributes (Woodside and Walser, 2007). Brand value or
Brand Vitality whereas Esteem and Knowledge brand vitality is defined as a set of assets and liabilities
together are indicative of the existing brand power linked to the brand, its name and symbol, which
Brand Stature(Exhibit 2). In conceptualizing how incorporate or diminish the value supplied by a product
customers evaluate brand equity, it is viewed as or service exchanged with the companys clients
consisting of two components brand strength and brand (Aaker, 1994). Brand values are the gains that accrue
value (Srivastava and Shocker, 1991). Brand strength or when brand strength is leveraged to obtain superior
brand stature is the relative power of attraction of a given current and future profits.
Asia - Pacific Institute of Management, New Delhi 106
Exhibit 2: Interrelationship of Brand Vitality and Brand Stature with each other
Brand Asset Valuator (Y&R)
www.valuebasedmanagement.net
Differentiation
Brand
Vitality
Relevance
Esteem
Knowledge
Brand
Stature
Brand
Value
Source: 12 Manage the Executive Fast Track
Fair & Lovely- Brand Differentiation
name. Customer-based brand equity has been defined as

the differential effect of brand knowledge on consumer
Fair and Lovely is well differentiated in the minds of the
response to the marketing of the brand (Kamakura and
consumers as a fairness product because its entire
Russell, 1991).
product line comprises of fairness related products unlike
Brand essence of Fair& Lovely is Rescripting Destiny
its competitors like Neutrogena, Oil of Olay or Garnier
and targets the masses who aspire to look good, to make
who have a host of products in their product basket
something out of their lives and promises not only
including anti aging, hair care, eye care, lip care etc.
fairness but also unfading self confidence that transforms
Differentiation measures the strength of a brands
them from being a Girl next door to the desirable diva
meaning. This ways Fair and lovely has always stayed
who not only looks good but feels great from inside.
true to its name and not diversified into other product
categories which could have potentially diluted the brand
Asia-Pacific Marketing Review Vol. I, No. 2, July-December 2012
In the above Exhibit 3 we can see six faces of the same the sole objective of her life but works hard towards
model, the last face is not only dark but also depicts low chasing her dreams and Fair & Lovely helps her stand out
self confidence as the model is looking down and and get recognized. Thus now the brand communication
gradually as the skin tone lightens the face also lightens implied that Fair & Lovely makes one fair and enhances
up with a radiant smile . The girl now maintains an eye ones self confident which lead to a good career and also
contact and evolves from timorousness to exuberance. good husband.
Positioning is the process of influencing perceptions by Fair & Lovely also launched the Fair & Lovely
specifying the attributes, benefits or images which Foundation that offers scholarships to young girls so that
represent differentiation (Kotler, 1997; Sujan and they can complete their education and fulfill their
Bettman, 1989). Fair and Lovely has expeditiously professional ambitions. The organization believes that
altered its positioning with changing times. At the Education is requisite for an empowered life and a
inception phase this brand made sure that it convinces the secured future. This repositioning increased the sales of
consumers of being a better alternative for harmful Fair & Lovely tremendously over past eight years. Brand
bleaches which deliver temporary fairness but cause repositioning is a broader term that includes the creation
permanent damage to the skin. However Fair and Lovely and placement of a desired brand in the target customers'
was a safe and effective cream that does not contain minds (Czinkota et al., 2001). Fair & Lovely still
bleach and is soft to the skin and guaranteed permanent maintains its market leadership despite facing a tough
fairness on daily usage. Having established the function competition from burgeoning international and local
benefits of the brand now the focus shifted to emotional brands entering the Indian market every year.
appeal. Now stress was laid to convince the consumers
Fair & Lovely- Brand Relevance
that this fairness cream is a means to fulfill ones
Relevance determines the franchise size and is distinctly
ambitions and aspiration. Majority of Indian women at
correlated with market penetration. Fair & Lovely
that time were homely and for them getting a good life
occupies 53% of the market share in the Indian Fairness
partner was the ultimate objective so Fair & Lovely
industry with a remarkable presence in 30 countries.
positioned itself as the cream that helps get one Man of
Relevance implies the actual and perceived importance
her Dreams. The value proposition lucidly
of the brand to a large consumer segment. It is an
communicated to the consumer base read, "Get noticed
indicative of how consumers relate with the brand which
by the man of your life."
determines the household penetration of the brand (The
Later when the focus of young woman shifted from
percentage of households which buy the product).
marriage to career the positioning changed and the brand
Currently 250 million consumers worldwide connect
now a cream that turns dreams into destiny. Now the
with Fair & Lovely as a brand that stands for Beauty
protagonist in the commercial was projected as an
that empowers a woman to change her destiny.
ambitious young girl who does not consider marriage as
107
Exhibit 3: Fair and Lovely Commercial
Source: Is fair also lovely? Project Carousel
Distribution level of Hindustan Unilever Ltd ensures that consumer behaviour.
Fair &Lovely is easily available in any retail shop,
At present three major brands that are competing with
cosmetic outlet, chemist shop etc. Within the country the
Fair & Lovely are Olay Natural White, Neutrogena Fine
brand is sold the most in Tamil Nadu. More than 50%
Fairness and Garnier Light (Exhibit 4) . If we closely
consumers prefer Fair & Lovely over any other brand.
observe the print ads of all the four brands we would find
Since the brand originated in India and is the worlds first
that except Fair & Lovely rest others are endorsed by
fairness cream and perhaps the oldest in the existing
leading Bollywood beauties namely Priyanka Chopra for
Fairness market, Fair & Lovely commands
Garnier Light, Deepkia Padukone for Neutrogena Fine
commendable brand trust.
Fairness and Katrina Kaif for Olay natural white.
Fair and lovely has constantly reinvented itself with the Eventually these three brands are competing with one
changing consumer needs and preferences which is the another for the market share as their brand
reason behind its undisputed rule in fairness cream communication and positioning has common aspect of
market. The brand ensured that catches the pulse of celebrity image transfer to their brands and motivates
evolving consumer market and direct its marketing and consumers to try the brand.
communication activities in line with the existing
Asia - Pacific Institute of Management, New Delhi 108
Exhibit 4: Ads of popular fairness brands
Sources: Fair and Lovely official website; Priyanka Chopras Garnier Light Ultra ad, Pink Villa.com;
Neutrogena Fine Fairness Cream SPF 20, Cool Spotters.com; Katrina Kaifs Olay Natural White Ad,
fullytimepass.com
Asia-Pacific Marketing Review Vol. I, No. 2, July-December 2012
Fair & Lovely uses models that are lesser known faces the males so they find other brand more relevant for their
which is more relatable with the masses as they skin texture which is harder than females and thus Fair &
themselves are made to feel endorsing this brand Lovely would not be beneficial to them.
amongst their social circle and inspiring other girls to use
Fair & Lovely Brand Strength
Fair & Lovely. Thus each consumer is the brand
ambassador of Fair & Lovely which amplifies the Brand Strength determines the future performance and
popularity of this brand and makes it more relevant for potential of a particular brand. Relevant Differentiation
the consumers. has become a huge challenge for all the brands and also a
predominant indicator of brand health. Fair & Lovely has
Thus the brand Fair & Lovely has successfully travelled a
efficiently managed to ensure relevant differentiation
33 year long journey of consumer preference and brand
and strengthened its brand value throughout the years
loyalty. It went through three major phases
maintaining its top most position in its product category
1) Launch phase- Being the worlds first fairness
over the years. Brand strength is the relative power of
cream it effectively convinced the consumers of
attraction of a given brand versus other brands and the
providing safe and tangible fairness unlike the
levels of other product attributes (Woodside and Walser,
other harmful alternatives such as bleaching
2007).
creams.
Fair & Lovely- Brand Esteem
2) Romance phase- Now the focus was on the
Esteem implies the perceived value of the brand and
emotional benefits of the brand which now
consumer perceptions about the growing or declining
promised making the consumers fair and beautiful
popularity of a brand. The perception of quality and
which would increase the likelihood of getting
popularity of a brand varies amongst countries and
good grooms for the unmarried girls and for those
cultures. Fair & Lovely was developed in India and has
who are married the husbands would give them
an edge over other international brands as it understands
much attention because of their fair beautiful face.
the Indian consumer psychology like no other brand.
3) Destiny phase- Lately females have evolved from
Also being the worlds first fairness cream Fair & Lovely
being homely being to a woman of substance who
enjoys first mover advantage and 33 year experience in
aspires to achieve her ambitions and dreams rather
consumer market.
than considering marriage as the ultimate goal of
Fair & Lovely has many success stories to its credit apart
her life. Fair & Lovely boosts her self confidence
from being the pioneer in fairness cream market.
and helps her achieve recognition in the society.
Fair & Lovely is the worlds No1 skin lightening
Fair & Lovely foundation has been the latest initiative
cream.
from the brand which funds education of young
ambitious enabling them to ensure a bright future and
The brand is marketed in 30 countries worldwide with
fulfilling career ahead. This has soared the brand liking
250 million consumers adding up its brand valuation
of Fair & Lovely manifolds and its sales increased further
to 600 million.
as it strengthened the brand proposition of Fair & Lovely
In 2003 it was rated as the twelfth Most Trusted Brand
Beauty that empowers woman to change her destiny.
in India by AC Nielson ORG MARG.
The product line of Fair & Lovely at present includes Fair
In 2004 it was identified as a SUPERBRAND.
& Lovely Multivitamin, Fair & Lovely Ayurvedic
Recently it has been rated as the Ninth Most Trusted Balance, Fair & Lovely Anti marks, Fair & Lovely
Brand in India after the largest survey conducted ever Winter Fairness cream, Fair & Lovely Menz Active and
by The Nielson Company (September1, 2010). Fair & Lovely face wash. The face wash is the most
recent launch from the brand. There is one specific
Consumers perceive the brand as empowering,
fairness cream for men namely Fair & Lovely Menz
achieving and transformative.
Active which lags behind its competitor Emamis Fair &
Fair & Lovely started a foundation in 2003 called Fair
Handsome mainly because Fair & Lovely over the years
& Lovely Foundation that offers scholarships and
have positioned itself as a facilitator of feminine beauty
career guidance to the underprivileged girls in India.
and fairness and this notion doesnt not gel well amongst
109
Asia - Pacific Institute of Management, New Delhi 110
Fair & Lovely Foundation has been on a mission "Of
Fair & Lovely Brand Knowledge
adding vitality to life by making women look good, feel
Brand Knowledge is an outcome of successful brand
good and get more out of life" Exhibit 5. This
building and refers to the awareness of the consumers
foundation mainly works in India and Bangladesh
about the brand. It is imperative that the consumers
concentrating its efforts on the lower income group. It
perception about the brand matches with the image the
has successfully run projects like Fair & Lovely
brand managers want to communicate. The awareness
Scholarships which funds the education of young girls
levels are reflective of the intimacy consumers share with
empowering them to lead a comfortable and confident
the brand. There are two distinct types of brand
life. Fair & Lovely Career Guidance councils poor girls
knowledge: brand awareness and image. These two
about career opportunities and makes them
dimensions of brand knowledge have been generally
professionally sound do that they can earn a living. Fair
confirmed in prior marketing research (Agarwal and
& Lovely Shikhar was a thirteen episode television show
Rao, 1996; Mackay, 2001; Pappu et al., 2005).
where women shared their inspiring success stories and
If a brand has established its Relevant Differentiation and
their struggles in achieving their goals. Fair & Lovely
consumers come to hold it in high Esteem, brand
Suvarna identified girls between 12- 16 yrs who have a
Knowledge is the outcome and represents the successful
potential to become a good athlete and trained them
culmination of building a brand. Knowledge means
under guidance of P.T Usha. The advisory board of Fair
being aware of the brand and understanding what the
& Lovely Foundation comprises of eminent female
brand or service stands for. Knowledge is not a
personalities like successful educationists, NGO
consequence of media weight alone. Spending money
activists, physicians who synchronize their efforts to
against a weak idea will not buy Knowledge. It has to be
achieve woman empowerment.
achieved.
Thus Fair & Lovely has been delivering its corporate
Fair & Lovely would not be worlds most favorite
social responsibility with efficacy and the foundation has
fairness cream if it was not advertised competently
enhanced the esteem of the brand even more which to a
ensuring that the selling premise of the brand keeps on
significant extent compensates for the negative word of
modifying with changing consumer needs and
mouth about Fair & Lovely, accusing it to promote
psychology but retaining its basic Brand Association of
racism in its commercials.
Fairness. Lowe has been handling the accounts of Fair &
Lovely for more than 30 years and perforated the brand
Exhibit 5: Fair and Lovely Foundation
Source: Fair and Lovely Foundation
Asia-Pacific Marketing Review Vol. I, No. 2, July-December 2012
communications so efficiently in the minds of consumers and a distinctive image in the mind of the consumer. The
that even though many national and international brands latest tagline of Fair & Lovely is "Re-write your destiny,
are now available in the Fairness product category but today" (Exhibit 6).
Fair & Lovely still possesses commendable brand loyalty
111
Exhibit 6: Fair and Lovely Commercial
Source: Fair & Lovely, nothing-but-work blogspot.com
This has a strong coherence with mindset of the young been passing on from generation to generation without
generation of females who harbor dreams and strive to losing its relevance. Despite of being so old this brand
fulfill their ambitions. Fair & Lovely is their companion still exudes the freshness and youth appeal which enables
in the journey of self discovery and establish their it to maintain the top most position in its product
individual identity in the society. This is a big reason category.
behind Fair & Lovely restraining from using celebrities
Fair & Lovely- Brand Stature
as its brand ambassadors as it makes every girl feel
Brand stature reflects a brands status and scope special and important who has the potential to be
consumers reaction to a brand. It is an amalgamation of successful and famous. Fair & Lovely makes her fairer
Brand knowledge and esteem. Fair & Lovely is sound on and boosts up her self confidence so that she can
both these aspects and thus has a strong brand stature. audaciously chase her dreams rather being left out in the
crowd.
Exploring Fair & Lovelys position in
Fair & Lovely Foundation fortified the claims of Fair
the Brand Asset Valuator Grid
&Lovely brands commitment to women empowerment.
Thus the brand is a motivation to move ahead in life
The four pillars of Brand Asset valuator Brand
despite hardships and promises to be a part of the struggle
Differentiation, Brand Relevance, Brand Esteem and
as a true friend rather than just being a fairness cream.
Brand Knowledge are combined to form two dimensions
The profound emotional appeal of this brand is hard to
Brand Strength and Brand Stature respectively. Brand
match. It connects emotionally with the masses and has
Asia - Pacific Institute of Management, New Delhi 112
Strength is made up of Energized Differentiation and composed of Esteem and Knowledge reflects the current
Relevance, illustrates future growth value and perceived performance.
momentum potential of brands. Brand Stature is
Exhibit 7: Power Grid of Brand Life Cycle
Source: Power Grid of Brand Life cycle, brand asset consulting.com
Brands are plotted on the Power Grid to depict a brands pillars of Brand Value it can be concluded that the brand
current stage of development and relative brand health enjoys leadership position which is there to stay for long
across product categories and constituencies (Exhibit 7). because of the brilliant Brand Positioning and Brand
Communication strategy followed by the brand
After a detailed analysis of Fair & Lovely across the four
(Exhibit 8).
Exhibit 8: Brand Value of Leadership Brand
Source: Power Grid of Brand Life cycle, brand asset consulting.com
Asia-Pacific Marketing Review Vol. I, No. 2, July-December 2012
or service received (Bloemer and Kasper, 1995). Thus
Conclusion
brand managers should work on generating brand trust
Fair & Lovely since its launch has been a synonym for
amongst the consumers because that transcends brand
skin lightening and withheld its top most position in the
loyalty which determines brand repurchase decisions
Skin Fairness product category giving tough competition
and positive brand associations.
to various National and International brands available in
The distribution and pricing strategy of Fair & Lovely is
the market. In the present volatile marketing
appurtenant with respect to the income level and
environment brand obsolescence is a common
psychographics target consumers who represent the
phenomenon whereby a brand follows the product life
lower and middle income groups living in rural and semi-
cycle phases of Introduction, growth, maturity and
urban regions. The packaging ranges from an 80 grams
decline. Fair & lovely even after 33 years of its market
standard tube costing Rs 115 to a 5 gram sachet costing
introduction still manages 53% market share in its
Rs 2 which is stocked in almost every general provision
product category making it the worlds No 1 fairness
store in rural and urban regions. With such a flexible
cream is worth appreciating yet quite surprising.
pricing option for the consumers, the chances of
The credit goes to exceptional advertising and
competition cheaper counterfeits negates completely as
positioning efforts of the brand which ensured that the
the brand enjoys its leadership with a mass marketing
brand kept on evolving with the changing times to catch
approach. The brand is an exemplifies the marketing
the pulse of changing consumer needs and preferences
concept of knowing the customers well as it follows a
but at the same time ensuring that the core brand
dedicated marketing mix aligning its 4 Ps-Product,
association of providing tangible fairness without any
Place, Pricing and Promotion with a set of well defined
side effects does not get diluted. Besides this basic
consumer market which is burgeoning with this
functional benefit the emotional appeal of Fair & Lovely
constantly evolving and growing fairness brand.
underwent metamorphosis from promising a good life
Fair & Lovely enjoys stupendous brand equity with
partner to a bright future which is manifested by the Fair
scores high on all five dimensions. Aaker (1991, p. 15)
& Lovely Foundation established in 2003 that aims to
provided the most comprehensive definition of brand
empower and educate underprivileged girls.
equity available in the literature, defining brand equity
All seems well for Fair& Lovely but the primary brand
as: a set of brand assets and liabilities linked to a brand,
association of fairness and Feminity has restricted the
its name and symbol, that add to or subtract from the
brand to a particular product category. Fair & Lovely
value provided by a product or service to a firm and/or to
Menz Active is not so popular in the market because Fair
that firm's customers. In effect, Aaker conceptualized
& Lovely is assumed to be meant for females and the
brand equity as a set of assets (or liabilities). Brand
name Fair & Lovely Menz Active seems weak because
awareness, brand associations, perceived quality, brand
males are not expected to look lovely like ladies. The
loyalty and other proprietary assets were the five assets
brand needs to come up with some solutions of this
of brand equity he proposed. .The competitive advantage
problem. Also a thorough Brand introspection must be
of firms that have brands with high equity includes the
carried out that helps in future Brand Extension plans and
opportunity for successful extensions, resilience against
lives up to its own claims by Re scripting its own Destiny.
competitors promotional pressures, and creation of
barriers to competitive entry (Farquhar, 1989).
Managerial Implications
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