Abstract

This caselet discusses the launch of two new whitening products for men by Nivea, a major global toiletries brand, in mid-2007. It talks about the increased interest in personal grooming on the part of men in the early 2000s. It also mentions the other players operating in the men’s fairness products market - a small, but rapidly growing segment - in India.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Nivea, Nivea for Men, Men fairness cream, Emami, Fair and Lovely, Fair and Handsome, Fair and Handsome, Menz Active, personal grooming, cosmetics