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Why Fairness Cream for Men?

Previously, men believed that they are not supposed to use fairness creams and this was the domain of ladies only. However, times have changed now and male also became conscious for their look. The growing demand of different cosmetics and skin care products for men proves that men are now taking care of their skin.
They are using different skin care products to protect their skin from sun and everyday's pollution. Especially the Indian Men, they didn't think anything beyond an aftershave lotion and a perfume or body deodorant. But now they started going to beauty parlors. They are happily ready to pay Rs. 100-200/- on hair cutting and face massage simply we can say that today male are trying to build the USP of good looking. There may be a genuine need for this product that the male skin in India is three times more exposed to the sun UV rays, five times more exposed to pollution, twice more exposed to stress, and considerably more abused by abrasive shaving blade action than women's skin.

This is in year 2004, when Gillette conducted a survey to know the attitude of Indian customers towards use of cosmetics products. The result showed that the Indian male spent more time on grooming than ever before. Indian male take an average of 20 minutes in front of mirror to groom them compared with Indian female who take an average of 18 minutes in front of mirror at every morning. Along with this so many other companies conducted study on same line and get almost similar result. This is also noticed that 25-30% of fairness products are purchased and used by male customers.

Indian fairness creams market is estimated at Rs.800 crores. (Star Weekend Magazine, May 12, 2006) and Indian male fairness cream market is estimated at Rs.200 crores. (Source: Media Research User Council, 2006).

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* Contributed by: -
Kunal Gaurav,
Research Scholar,
ICFAI Institute for Management Teachers, Hyderabad.