Revamping Max Fairness
REVAMPING MAX FAIRNESS - FAIRNESS CREAMS FOR MEN
Till the last decade it was almost unimaginable that there would be a fairness cream for men among male grooming products. As it turned out, men contributed significantly to consumption of fairness product. That shouldn't be surprising as we live in a society which is obsessed with fair skin. This phenomenon was not restricted to women and, unknown to marketers, had influenced man from subcontinent as well. The size of Bangladeshi skincare market including creams, moisturizers and cleanser is estimated at Bdt 4,750 crore. Of the total skincare market, the fairness cream market in Bangladesh is estimated at Bdt 2,200 crore plus. In the past few years, the men's grooming market has grown exponentially with brands launching not just the run-of-the-mill shaving gels and foams, but fairness creams, moisturizers, face washes and other grooming products targeted specifically at men, with fairness creams leading the pack. One of the major reasons behind this is that over the years, Bangladeshi male became more and more conscious of his looks, not just in the business world but also in society. A lot depended on how he presented himself. Celebrities, too, became more vocal about their grooming habits, sharing self-grooming details in TV and print interviews.
Men's fairness cream market in 1999: Did not exist. Men's fairness cream market in 2009: Bdt 100 crore.Men’s fairness cream market in Bangladesh is still a fairly small segment - just Bdt 186 crore (Bdt 1.86 billion) out of the total Bdt 2,200 crore (Bdt 22 billion) plus fairness cream market, according to Nielsen (2010 figures)- but one that is growing at a fast clip of 31 per cent.
The brands are banking on the halo effect of the names under which they launch their men's fairness products, apart from the star pull. One differentiator can be fusing nature with technology and developing the credibility to create a habit of skincare regime. Brands are also
Till the last decade it was almost unimaginable that there would be a fairness cream for men among male grooming products. As it turned out, men contributed significantly to consumption of fairness product. That shouldn't be surprising as we live in a society which is obsessed with fair skin. This phenomenon was not restricted to women and, unknown to marketers, had influenced man from subcontinent as well. The size of Bangladeshi skincare market including creams, moisturizers and cleanser is estimated at Bdt 4,750 crore. Of the total skincare market, the fairness cream market in Bangladesh is estimated at Bdt 2,200 crore plus. In the past few years, the men's grooming market has grown exponentially with brands launching not just the run-of-the-mill shaving gels and foams, but fairness creams, moisturizers, face washes and other grooming products targeted specifically at men, with fairness creams leading the pack. One of the major reasons behind this is that over the years, Bangladeshi male became more and more conscious of his looks, not just in the business world but also in society. A lot depended on how he presented himself. Celebrities, too, became more vocal about their grooming habits, sharing self-grooming details in TV and print interviews.
Men's fairness cream market in 1999: Did not exist. Men's fairness cream market in 2009: Bdt 100 crore.Men’s fairness cream market in Bangladesh is still a fairly small segment - just Bdt 186 crore (Bdt 1.86 billion) out of the total Bdt 2,200 crore (Bdt 22 billion) plus fairness cream market, according to Nielsen (2010 figures)- but one that is growing at a fast clip of 31 per cent.
The brands are banking on the halo effect of the names under which they launch their men's fairness products, apart from the star pull. One differentiator can be fusing nature with technology and developing the credibility to create a habit of skincare regime. Brands are also