Consumer Perception Towards Cosmetic Industry Essay Example

how men's facial skin is much different from women and thus, they need products to suit their skin type. In the past few years, the men's grooming market has grown exponentially with brands launching not just the run-of-the-mill shaving gels and foams, but fairness creams, moisturisers, talcs, face washes and other grooming products targeted specifically at men, with fairness creams leading the pack. One of the major reasons behind this is that over the years, Indian male became more and more conscious of his looks, not just in the business world but also in society. A lot depended on how he presented himself.

Men didn't want to run the risk of being seen as irresponsible and negligent due to their looks. Celebrities, too, became more vocal about their grooming habits, sharing self-grooming details in TV and print interviews. Also, following global trends entered the metrosexual male - the man who has strong concern for his appearance and styling. Leveraging the fact that there were no products to meet their growing needs at least not of international quality, brands pooled in energy and resources to target these men. The grooming fad was not limited to men in the corporate field - it spread to collegians and other youngsters too, growing the market further.

To secure early leads, marketers are expanding their portfolio beyond creams and straddling different price-points with various ranges. Differentiation, for now, seems to have been relegated in favor of endorsements by filmstars and cricketers A-listers for their communication. But the star endorsement by every brand is slowly eroding the differentiation. Garnier Marketing Manager Richa Singh says, "John Abraham's positive energy and the will to be

active helped us portray him in a way that was real to both him and our brand. It appeared genuine. " HUL Skin Care General Manager Govind Rajan feels, "It is always better to start with the young who are more amenable to change.

Hence, Shahid Kapur". On its part, Nivea has associated with India cricket captain Mahendra Singh Dhoni. The first mover, Emami's Fair and Handsome has Shahrukh Khan as its endorser. Kolkata-based Emami first saw the need for a men's fairness product, beating bigger players. Research had showed that the country's leading women's fairness cream, Fair and Lovely, had then owed over 30 per cent of its sale to men users. Emami's Fair and Handsome, launched in 2005, was followed by HUL, the makers of Fair and Lovely, which launched Fair and Lovely Menz Active in 2006. Beiersdorf AG, the German parent of Nivea, entered next with its Nivea for Men product.

Heavy advertisers such as HUL and Garnier are now looking to expand the skincare category beyond vanilla fairness creams with face washes and sunscreens, though experts question the efficacy of these products. Marketers admit that fairness is the foremost concern of users but insists that it only points to the underlying need for a healthy skin. Whitening emerges as the prime need of the customer segment of men’s fairness creams. Since Indian men spend a lot of time outdoors, they desire to reverse the effect of the aggressive factors and hence use whitening creams. The other big need is also of oil control. The product should address the need for a clear and glowing skin, albeit without a tan and dark spots. The

brands are banking on the halo effect of the names under which they launch their men's fairness products, apart from the star pull.

One differentiator can be fusing nature with technology and developing the credibility to create a habit of skincare regime. Brands are also straddling different price points, either through different product ranges or through packaging. Garnier launched satchets of its cream early this year. Its parent, L'oreal also has a range for men's whitening cream priced much higher. HUL covers the mass market with its Fair and Lovely Menz Active. Emami, still lording it over the market with its Rs 125 crore (Rs 1. 25 billion) brand, is far from embattled as it is one thing to have a brand and quite another to focus on it. Emami gets 20 per cent of revenues going into advertising and Fair and Handsome remains a focus brand.