Fair & Lovely SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 25790

SWOT Analysis of Fair & Lovely with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Fair and Lovely

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

Fair & Lovely SWOT Analysis


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


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


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


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


Below are the 3 main Fair & Lovely competitors :

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

The brandguide table above concludes the Fair & Lovely SWOT analysis along with its marketing and brand parameters. 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. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories.

Search & Explore : BrandGuide

The brand names and other brand information used in the BrandGuide section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only. Utmost care has been taken in the analysis of the brands. However, if you find any ambiguity kindly help us improve.

Edit the Brand or Add a New One : Contribute to BrandGuide
Share this Page on:
Facebook ShareTweetShare on G+Share on Linkedin

Similar Brands in the same Sector: