Fair & Lovely SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Fair & Lovely analyses the brand by its strengths, weaknesses, opportunities & threats. In Fair & Lovely SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Fair & Lovely to benchmark its business & performance as compared to the competitors. Fair & Lovely is one of the leading brands in the FMCG sector.

The table below lists the Fair & Lovely SWOT (Strengths, Weaknesses, Opportunities, Threats), top Fair & Lovely competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Fair & Lovely SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Fair & Lovely Brand Analysis
Parent Company



Personal Care – Skin Care



Tagline/ Slogan

More than just Fairness, Clear Fairness


Power of Beauty /  Maximum fairness

Fair & Lovely STP

Personal Care – Skin Fairness Cream

Target Group

For Women and now a new cream for Men as well


Beauty cream capable of providing fairness within 8 weeks

SWOT Analysis of Fair & Lovely
Fair & Lovely Strengths

Below are the Strengths in the SWOT Analysis of Fair & Lovely:

1. Fair & Lovely brand is World's first and largest Fairness cream brand
2. Presence in 40 countries and a valueof around Rs.6 billion
3. Line Extension to premium soap ‘ Fair and Lovely Soap’
4. Enjoys high levels of Consumer Awareness for the brand
5. Excellent branding, top-of-the-mind name, and good distribution

Fair & Lovely Weaknesses

Here are the weaknesses in the Fair & Lovely SWOT Analysis:

1.Categorization of women on the basis of skin color, has led to many issueswith activists and human rights leading to Negative Publicity
2.Extremely tough competition in skincare market

Fair & Lovely Opportunities

Following are the Opportunities in Fair & Lovely SWOT Analysis:

1. Fair & Lovely Foundation which aims at empowerment of women
2. Fair & Lovely Scholarship for underprivileged girls
3. Introduction of ‘Menz Active’ fairness cream for Men

Fair & Lovely Threats

The threats in the SWOT Analysis of Fair & Lovely are as mentioned:

1. Several competitors in the market
2. Challenges to deal with consumer choice and buying behavior
3. Legal issues often hamper the brand image

Fair & Lovely Competition
Fair & Lovely Competitors

Below are the top 3 competitors of Fair & Lovely:

1.Fairever (Cavin Care)
2.No Marks(Ozone Ayurvedics)
3.Vicco Laboratories

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Fair & Lovely. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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