Fair & Lovely SWOT Analysis, Competitors & USP

Fair and Lovely

Parent Company

HUL

Category

Personal Care – Skin Care

Sector

FMCG

Tagline/ Slogan

More than just Fairness, Clear Fairness

USP

Power of Beauty /  Maximum fairness

Fair & Lovely STP

Segment

Personal Care – Skin Fairness Cream

Target Group

For Women and now a new cream for Men as well

Positioning

Beauty cream capable of providing fairness within 8 weeks

Fair & Lovely SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Fair & Lovely. Strengths are:

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

Weaknesses

Here are the weaknesses of Fair & Lovely :

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

Opportunities

Following are the Opportunities of Fair & Lovely :

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

Threats

The threats 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

Competitors

Below are the 3 main Fair & Lovely competitors :

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