HLL takes on L'Oréal, Revlon with new line

Launched on June 1, the range includes 12 skincare solutions, all of which are in keeping with the basic product benefit of the mother brand Fair & Lovely, which is to lighten and tone the skin. Fair & Lovely was launched as an intensely mass-market brand, and has been criticised by both the media and activists in urban India, for promoting an unrealistic ideal of fair-skinned beauty. Perfect Radiance is pitched at the higher end of the market, which has seen global players such as L'Oréal and Revlon launch 'brightening' products specially formulated for Indian consumers. The line extension Perfect Radiance uses a 'biolight' formula to maximise skin-lightening efficacy and with 'satin textures, pleasing colours and soothing fragrances bring alive a spa-like experience'. The range is divided into cleansing, daily care and special care categories, with products such as a face wash, face masks, wipe pads, a sun defence moisturiser, clear complexion gel crème, skin conditioner and body lotion, among others. All formulations were developed by Unilever's Global Skin Technology Centre. A number of the Perfect Radiance products, such as the cleansing face wash, could find themselves in direct competition with other HLL brands Lakme and Ponds. A HLL spokesman said there were significant differences however: "Since Perfect Radiance offers skin care plus skin lightening benefits, the decision was to leverage the equity that Fair & Lovely has. Both Ponds and Lakme are very strong brands, with distinct positioning and catering to different requirements of different consumers. Perfect Radiance, as per the company's research, will find its own niche." The range will be priced between US$2 to $5, and will be available in Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad and will soon be available in Punjab. Lowe Lintas, which handles Fair & Lovely, will also work on the advertising for Perfect Radiance in both print and outdoor. This line extension also marks a departure from the basic brand advertising for Fair & Lovely, which, though successful, had come under scrutiny by some consumer groups for promoting the idea that beauty equals fair skin in India, and without fair skin, women are unlikely to find fulfilment, whether it's through marriage or a career. Fair & Lovely is the leader in the fairness cream category in India -- the brand is estimated to be worth US$142 million in sales in 2003. It was ranked No 12 on the annual survey of India's 'Most trusted brands', conducted by The Economic Times. HLL considers it one of its six megabrands, with the potential to be worth over $220 million soon --the brand grew by 20 per cent last year. Significantly, FAL, as it is known, is also one of the brands successfully developed by HLL in India, which has been taken across to the Middle-East markets and Africa. sm