Please Share:: 
India Equity Research Reports, IPO and Stock News
Visit http://indiaer.blogspot.com/ for complete details �� ��
Indian men: The new fairer sex?
The recast of Indian film actors from ‘angry young men’ to the recent, ‘cool urban
yupees’ has opened a plethora of opportunity for Indian marketers. Till a decade
back, men’s grooming segment was officially limited to just shaving products.
Emami’s launch of Fair & Handsome in 2005 marks the beginning for this segment
and even today, men’s fairness market is <10% of overall fairness market,
highlighting the potential. The marketers too have realized the opportunity and
have been expanding the basket from a basic product like soaps and shampoos to
high-end personal care indicating that the segment could just be at a tipping point.
Men’s grooming, a rapidly growing segment…
q Men’s grooming segment, which has been almost non-existent beyond shaving, till
around a decade back, has recently witnessed rapid growth rates.
q The segment today includes skin products, fairness creams, shampoos, bathing,
cleansing etc.
q Interestingly, while these new generation products have been seeing rapid growth,
the traditional portfolio has also been growing strongly.
q For example, with the launch of low priced ‘Gillette Guard’ shaving razor, P&G has
added 11m new consumers in India in the last 8-9 months.
… even while men seem to be important consumer elsewhere
q While men have been important consumers for products of daily use (eg. Lux
soaps), despite marketers targeting these products at women.
q … but even in specialized products such as anti aging and fairness creams, the
proportion of males using women’s products has been fairly high
q For example, 25-30% of the users of Fair & Lovely (for women) are men. Similarly,
in top four cities, 13% of men apparently use Pond’s Age Miracle.
q Male consumers form around 20% of the Kaya Skin Clinic’s customer base and
normally carry higher ticket size than women.
It all started with the success of fairness cream
q Realizing the potential, Emami forayed into men’s fairness cream with the launch of
‘Fair & Handsome’ in 2005 when the category was almost nonexistent.
q HUL countered this with launch of ‘Fair & Lovely – Menz Active’ in 2006; Elder
Healthcare too launched its brand ‘Fairone – man’ in the same year.
q Even while the above products were positioned at the mass-end of the market, the
action at the top-end began in 2007 with Nivea entering the segment followed by
Garnier in 2009. 2010 saw launch of Vaseline for men by HUL
q Emami’s first mover advantage is also visible in the market shares of >65%
followed by HUL (15%), Garnier (10%), Nivea (~5%) etc.
More launches to follow to exploit this opportunity
q In 2010, reportedly, men's skin category grew over 45% in top cities cf. 22% for
women…
q … which has excited the FMCG marketers who are now introducing more and more
male focused products and are also giving higher push to their brands.
q For example, HUL launched an entire range of products including face wash, shower
gels, body & face lotions etc in 2010 under the brand Vaseline.
q P&G too launched an entire portfolio of products under Olay brand (cleanser,
moisturizer, creams, toners etc.) as well as under Gillette brand (creams, face
wash) in May-2011.
q Even ITC has recently extended its Fiama Di Wills brand to shower gel and bathing
bar exclusively for men.
q We believe that the firms would explore more such opportunities, would expand
distribution and would straddle the pyramid to capture this consumer, who was
been ignored for ages.
q And this clearly highlights that the Indian consumption story still provides
tremendous opportunity with growing aspirations, rising incomes etc. and FMCG
marketers too are playing their role to the fullest.
Fair & Lovely was first ever fairness cream introduced in India
India has been a very important fairness market for the FMCG marketers.
Unilever’s popular brand, Fair & Lovely was first tried and tested in India in
the year 1978. The product was positioned for Indian women consumer,
which is the case even today. It was not only a runaway success locally in
India, but was also one of the few indigenous brands contributed to Unilever’s
global portfolio by its Indian arm, Hindustan Unilever. And today, the product
is sold in over 30 countries.
There were limited products which were targeted at males in the past and
that was true for even a basic product like soap – so while a soap was used
by both men and women, it was always advertised by marketers with female
brand ambassador targeting women consumers. There were certain bold
marketers who targeted men consumers but met limited success as products
seemed to be clearly ahead of time.
A classic example is Godrej Consumer’s ‘Cinthol’ soap which was launched in
1952 and despite becoming a popular brand, failed to gain significant market
shares.
Men too were consumers of Fair & Lovely, in the hiding though
In the past, the protagonist of most Indian films was always the ‘angry young
man’, which also contributed to marketers’ inability to expand the men’s
grooming segment beyond shaving. This however did not deter male
consumers from using some of the female focused products, which were
against the on-screen image. An interesting example of this was, Fair &
Lovely, which was reportedly used by as much as 25-30% male consumers in
the year 2000.
2005 saw Indian film super Star in a different avatar…
Lux, HUL’s popular soap brand in India has historically been promoted by
popular Indian film actresses. But to celebrate Lux’s 75th anniversary, HUL
brought in Indian film superstar, Shah Rukh Khan to celebrate the success of
its iconic brand in a television ad where he was seen in a bathtub.
While the company continued to position its soap targeting female
consumers, and did not change the strategy, this ad coincided with the
introduction of the word “Metrosexual” into popular lexicon.
… the same year also saw launch of men’s fairness cream
Emami realized the opportunity and launched a fairness product under the
brand, ‘Fair & Handsome’ in Oct-2005 targeting Indian men, at a time when
category was nonexistent. Emami’s ads focused on educating the customer as
to why a fairness cream meant for women was inadequate for the male skin.
The product was targeted at the mass-end and Emami had aggressively spent
behind the brand and the product was well received by consumers.
India Equity Research Reports, IPO and Stock News
Visit http://indiaer.blogspot.com/ for complete details �� ��
Indian men: The new fairer sex?
The recast of Indian film actors from ‘angry young men’ to the recent, ‘cool urban
yupees’ has opened a plethora of opportunity for Indian marketers. Till a decade
back, men’s grooming segment was officially limited to just shaving products.
Emami’s launch of Fair & Handsome in 2005 marks the beginning for this segment
and even today, men’s fairness market is <10% of overall fairness market,
highlighting the potential. The marketers too have realized the opportunity and
have been expanding the basket from a basic product like soaps and shampoos to
high-end personal care indicating that the segment could just be at a tipping point.
Men’s grooming, a rapidly growing segment…
q Men’s grooming segment, which has been almost non-existent beyond shaving, till
around a decade back, has recently witnessed rapid growth rates.
q The segment today includes skin products, fairness creams, shampoos, bathing,
cleansing etc.
q Interestingly, while these new generation products have been seeing rapid growth,
the traditional portfolio has also been growing strongly.
q For example, with the launch of low priced ‘Gillette Guard’ shaving razor, P&G has
added 11m new consumers in India in the last 8-9 months.
… even while men seem to be important consumer elsewhere
q While men have been important consumers for products of daily use (eg. Lux
soaps), despite marketers targeting these products at women.
q … but even in specialized products such as anti aging and fairness creams, the
proportion of males using women’s products has been fairly high
q For example, 25-30% of the users of Fair & Lovely (for women) are men. Similarly,
in top four cities, 13% of men apparently use Pond’s Age Miracle.
q Male consumers form around 20% of the Kaya Skin Clinic’s customer base and
normally carry higher ticket size than women.
It all started with the success of fairness cream
q Realizing the potential, Emami forayed into men’s fairness cream with the launch of
‘Fair & Handsome’ in 2005 when the category was almost nonexistent.
q HUL countered this with launch of ‘Fair & Lovely – Menz Active’ in 2006; Elder
Healthcare too launched its brand ‘Fairone – man’ in the same year.
q Even while the above products were positioned at the mass-end of the market, the
action at the top-end began in 2007 with Nivea entering the segment followed by
Garnier in 2009. 2010 saw launch of Vaseline for men by HUL
q Emami’s first mover advantage is also visible in the market shares of >65%
followed by HUL (15%), Garnier (10%), Nivea (~5%) etc.
More launches to follow to exploit this opportunity
q In 2010, reportedly, men's skin category grew over 45% in top cities cf. 22% for
women…
q … which has excited the FMCG marketers who are now introducing more and more
male focused products and are also giving higher push to their brands.
q For example, HUL launched an entire range of products including face wash, shower
gels, body & face lotions etc in 2010 under the brand Vaseline.
q P&G too launched an entire portfolio of products under Olay brand (cleanser,
moisturizer, creams, toners etc.) as well as under Gillette brand (creams, face
wash) in May-2011.
q Even ITC has recently extended its Fiama Di Wills brand to shower gel and bathing
bar exclusively for men.
q We believe that the firms would explore more such opportunities, would expand
distribution and would straddle the pyramid to capture this consumer, who was
been ignored for ages.
q And this clearly highlights that the Indian consumption story still provides
tremendous opportunity with growing aspirations, rising incomes etc. and FMCG
marketers too are playing their role to the fullest.
Fair & Lovely was first ever fairness cream introduced in India
India has been a very important fairness market for the FMCG marketers.
Unilever’s popular brand, Fair & Lovely was first tried and tested in India in
the year 1978. The product was positioned for Indian women consumer,
which is the case even today. It was not only a runaway success locally in
India, but was also one of the few indigenous brands contributed to Unilever’s
global portfolio by its Indian arm, Hindustan Unilever. And today, the product
is sold in over 30 countries.
There were limited products which were targeted at males in the past and
that was true for even a basic product like soap – so while a soap was used
by both men and women, it was always advertised by marketers with female
brand ambassador targeting women consumers. There were certain bold
marketers who targeted men consumers but met limited success as products
seemed to be clearly ahead of time.
A classic example is Godrej Consumer’s ‘Cinthol’ soap which was launched in
1952 and despite becoming a popular brand, failed to gain significant market
shares.
Men too were consumers of Fair & Lovely, in the hiding though
In the past, the protagonist of most Indian films was always the ‘angry young
man’, which also contributed to marketers’ inability to expand the men’s
grooming segment beyond shaving. This however did not deter male
consumers from using some of the female focused products, which were
against the on-screen image. An interesting example of this was, Fair &
Lovely, which was reportedly used by as much as 25-30% male consumers in
the year 2000.
2005 saw Indian film super Star in a different avatar…
Lux, HUL’s popular soap brand in India has historically been promoted by
popular Indian film actresses. But to celebrate Lux’s 75th anniversary, HUL
brought in Indian film superstar, Shah Rukh Khan to celebrate the success of
its iconic brand in a television ad where he was seen in a bathtub.
While the company continued to position its soap targeting female
consumers, and did not change the strategy, this ad coincided with the
introduction of the word “Metrosexual” into popular lexicon.
… the same year also saw launch of men’s fairness cream
Emami realized the opportunity and launched a fairness product under the
brand, ‘Fair & Handsome’ in Oct-2005 targeting Indian men, at a time when
category was nonexistent. Emami’s ads focused on educating the customer as
to why a fairness cream meant for women was inadequate for the male skin.
The product was targeted at the mass-end and Emami had aggressively spent
behind the brand and the product was well received by consumers.
No comments:
Post a Comment