1. BrandGuide
  2. FMCG

Fair & Lovely SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

SWOT analysis of Fair & Lovely analyses the brand/company with 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 and industry. As of 2020, Fair & Lovely is one of the leading brands in the FMCG sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Fair & Lovely competitors and includes Fair & Lovely 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

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
Fair & Lovely Segmentation

Personal Care – Skin Fairness Cream

Fair & Lovely Target Market

For Women and now a new cream for Men as well

Fair & Lovely Positioning

Beauty cream capable of providing fairness within 8 weeks

Fair & Lovely SWOT Analysis
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
Competitors

Below are the top 3 Fair & Lovely competitors:

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. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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 MBA Skool in any way.
Edit the Brand or Add a New One : Contribute to BrandGuide
Share this Page on:
Facebook ShareTweetShare on Linkedin