Abstract

Fair n Care, an Indian cosmetic company, has been around for the last 20 years. Predominantly into skin care products, it enjoys a substantial brand following among women. However, the market constructs for the cosmetic industry worldwide are progressively changing with the emergence of male skin care products. Despite the conspicuous presence of foreign brands in the glittering malls, one wonders whether Indian men are ready for skin care. The dilemma in the mind of Dr Harikrishnan, General Manager, Fair n Care, takes him to his friend, Rajan, who comes up with answers to many of his queries.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand external and internal forces affecting consumer behavior.
• Gauge the power of reference appeal to change attitudes.
• Reposition to generate a value proposition for a new target segment.
• Design strategies for entry into new segments.

Keywords

Consumer behavior, Changing consumer habits and attitudes, Male cosmetic skin care, Focus groups, Repositioning, Targeting, Segmenting, New Segments, Marketing research