When one considers the fact that the majority of women are conscious about health and beauty issues, the natural assumption is that products such as lipsticks, skin cleansing and whitening creams and sanitary napkins are part of a woman's daily life.
But this is a sweeping statement which does not hold true on a market-by-market basis. Take Indian women, for example. While they are renowned for their traditional costumes and elaborate make-up, research has shown that they do not consider lipstick to be something that should be worn every day.
The Indian consumer is influenced by culture, heritage and tradition.
Focusing solely on product benefits, therefore, is the wrong direction to take. Agencies say that to be successful, ads have to revolve around emotional themes.
This is underlined by recent campaigns by Unilever's Hindustan Lever Limited (HLL) and Procter & Gamble - two of the leading, fast-moving consumer goods companies in India.
HLL's Lakme lipstick campaign, 'Who's watching your lips today?', aims to increase lipstick sales and usage. The TVC and print executions - developed by Ambience D'Arcy - attempt to change the perception that lipsticks are mainly for special occasions. Ambience D'Arcy creative director, Rubita Gidwani, said: "Beauty enhancement is a universal phenomenon among women all over the world. The only reason why perceptions and habits differ in various parts of the world is due to culture and beliefs. So we have to take into consideration such factors as how women define beauty."
The television commercial features a woman watching a tennis match. However, it is her lips, made larger than life on a giant screen, which take centre stage. She strides off with confidence after blowing a kiss which causes the crowd to go wild.
"In India, traditionally, it's the hair, skin and eyes which are seen as the focal points. That is why we decided to highlight the usage of lipstick as being part of every day grooming, Rubita said.
In another campaign, this time by Lowe & Partners Worldwide, HLL employs an emotional theme to convey the benefits of Fair & Lovely skin whitening cream.
The campaign shows a young woman bursting into tears on hearing that her father rues the fact that his daughter is not, unlike a son, expected to take up the mantle of family salary earner.
Depressed by his remarks, she is determined to seek out a career, eventually becoming an air hostess. However, dark spots under her eyes prove a major obstacle until she discovers Fair & Lovely. The advert ends with father and daughter happily enjoying a meal together in a restaurant.
Procter & Gamble, meanwhile, has also taken to the idea of changing existing perceptions in order to bring their brands closer to the hearts of female consumers. The FMCG giant, for instance, is using education as a means to boost the profile of its Whisper sanitary napkin brand.
The centrepiece of the campaign is the Whisper Diary of Secrets - a booklet containing information on all aspects of hygiene, health and beauty.
Oona Dhabhar, P&G's senior manager of consumer and market knowledge, said: "In India, feminine hygiene and beauty care are topics close to a woman's heart. She is constantly seeking authentic information and tips on these subjects, which she can use in her daily life.
"The Whisper Diary of Secrets is a result of this insight. We wish to go the extra mile for our consumers by imparting them with the knowledge they need."
The 48-page booklet - featuring two main sections: beauty and feminine care - has been released in two versions: English and Hindi and English and Tamil.
The booklet is also accompanied by Ambience D'Arcy-created print campaigns under such headings as 'Does dandruff ever go away?' and 'Can I exercise during periods?'
