Fair & Lovely SWOT Analysis

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

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

Fair & Lovely is one of the leading brands in the FMCG sector. The article below lists the Fair & Lovely SWOT, competitors and includes its target market, segmentation, positioning & USP.

SWOT Analysis of Fair & Lovely

For Fair & Lovely, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Fair & Lovely Strengths

The strengths of Fair & Lovely looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value.

A list of strengths is mostly the starting point in starting SWOT analysis. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Fair & Lovely:

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

Hence this concludes the Fair & Lovely SWOT analysis.

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About Fair & Lovely

Fair & Lovely Overview
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 Market

For Women and now a new cream for Men as well


Beauty cream capable of providing fairness within 8 weeks

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.

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