The Male Skin Care Market in India: Perception and Propositions

Dr Harikrishnan General Manager, Fair n Care, stood at one corner of the large multi-floor Shopper's Stop store watching excited shoppers rushing from one shelf to another. The shoppers were busy scanning and grabbing skin care products displayed in the “ON SALE” stalls. For obvious reasons and in general, women outnumbered men in such display areas. But to Dr Hari’s surprise, at that moment, the difference was only marginal. The more amazing fact was that the men were not standing-at-the-back-buyers; they were happily jostling for a pick that would best suit their skins or enhance their looks. In this mad crowd, he saw Atul, his handsome young Assistant Marketing Manager, inquiring about and then buying whitening cream...