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They want to become the dream boy of their girlfriends and wives, and of course can go to any extent. This urge of a man has been well depicted in the Fair and Handsome ad where a boy enters a girl hostel to steal their fairness cream.

Emami after launching 'Fair & Handsome' created a new paradigm for the fairness cream marketer. Emami enjoyed almost monopoly till HLL felt the attractiveness of this new segment. First time HLL (a subsidiary of Unilever, USA) followed the foot step of a domestic company and launched 'Fair & Lovely Menz Active' a fairness cream for men in 2006. The introduction of 'Fair & Lovely Menz Active' can be seen as a brand extension of 'Fair & Lovely', same time it also proves that Emami's 'Fair & Handsome' made some business sense.

Questions for Discussion

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