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  3. Fair & Lovely SWOT Analysis

Fair & Lovely SWOT Analysis

Published in FMCG category by MBA Skool Team Last Updated: February 13, 2024Reading time:

Here is a detailed SWOT analysis of Fair & Lovely covering strengths, weaknesses, opportunities and threats.

Fair & Lovely Strengths

  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

Above are the strengths in the SWOT Analysis of Fair & Lovely. The strengths of Fair & Lovely looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Fair & Lovely Weaknesses

  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

These were the weaknesses in the Fair & Lovely SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Fair & Lovely Opportunities

  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

Above we covered the opportunities in Fair & Lovely SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Fair & Lovely Threats

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

The threats in the SWOT Analysis of Fair & Lovely are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Fair & Lovely SWOT analysis.

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About Fair & Lovely

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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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