Emami Fair and Handsome SWOT Analysis, USP & Competitors

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SWOT Analysis of Emami Fair and Handsome with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Emami Fair and Handsome

Parent Company



Skin care



Tagline/ Slogan

World’s No. 1 fairness cream for men


5 Power Fairness system: Double strength peptide complex, Sun guard, Stress busters, Anti bacplus, herbo cool



Fairness Cream

Target Group

Urban young Men from middle and upper middle class


World’s No. 1 fairness cream for men

SWOT Analysis


1. Created the category of fairness creams for men. Hence, first mover’s advantage
2. Endorsed by Indian movie stars, hence enhanced nationwide recall
3. The product is available in sizes of 9ml, 30ml and 60ml, customised for various pockets.

4. Good availability and distribution owing to parent company

5. TVCs and print ads help brand boost visibility


1. The brand has a limited market share compared to international leaders

2. Allegations of false results of using fairness creams hurts brand image


1.  Largest player in the men’s fairness cream category, can leverage on that
2.Growing interest in personal grooming amongst Indian men
3. The growing Indian economy and the growth in disposable income have led to strong demand for fairness creams


1. A lot of competition emerging in the segment with all the major players targeting men
2. These brands face the issue of the reluctance of men to be seen using a cream because cosmetics traditionally is viewed as a category meant for females.



1.Fair and lovely for men
2.Nivea whitening
3.Garnier Men power light

The table above concludes the Emami Fair and Handsome SWOT analysis along with its marketing and brand parameters.


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