Fair & Lovely SWOT Analysis, USP & Competitors

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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



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


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


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


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


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



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

The table above concludes the Fair & Lovely SWOT analysis along with its marketing and brand parameters.


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