How do men and woman differ in terms of use of unisex products
Contents
1 Introduction
The concept of preferring the people with “fair-skin” has long been recognized socially and it has been the psychological and social impact on women to be fair. But in the recent years, men too have started giving importance on personal grooming, beginning with fair skin. The market for fairness cream was restricted to women only till 2005; but Emami catered to men with its product Fair and Handsome. Till then the fairness cream had dominated the cosmetic market covering male and female segments.
It is clear from television and matrimonial advertisements that the market for fairness creams in India is huge. The increasing demand of fair bride and groom creates the field for the national and international players to invest in the cosmetic markets and more particularly in fairness cream products to cater the needs of new generations. Celebrities like Sonam Kapoor, Shah Rukh Khan, John Abraham and Katrina Kaif are brand ambassadors for major fairness creams. The growth in consumerism and the changing life style of Indian youth have led to strong demand for fairness creams. India’s swelling middle class is redefining lifestyle pattern with adoption of western values and growing brand consciousness; creating opportunity for the global players in fairness cream market. The Indian market is experiencing stronger demand for fairness creams due to the increased media and untapped markets targeting the rural segment. Another key driver is the increased penetration level of male spending behaviour on cosmetics. The fairness product market has captured the people from 360 degree angle. (1)
Ever since the macho look was replaced by the metrosexual look, men have started taking a greater interest in their appearance. From visiting parlors for manicures and pedicures to spas, they are concentrating on every aspect of grooming. And that means falling for fairness products. (2)
As for the women, fairness creams perpetuate the particular
1 Introduction
The concept of preferring the people with “fair-skin” has long been recognized socially and it has been the psychological and social impact on women to be fair. But in the recent years, men too have started giving importance on personal grooming, beginning with fair skin. The market for fairness cream was restricted to women only till 2005; but Emami catered to men with its product Fair and Handsome. Till then the fairness cream had dominated the cosmetic market covering male and female segments.
It is clear from television and matrimonial advertisements that the market for fairness creams in India is huge. The increasing demand of fair bride and groom creates the field for the national and international players to invest in the cosmetic markets and more particularly in fairness cream products to cater the needs of new generations. Celebrities like Sonam Kapoor, Shah Rukh Khan, John Abraham and Katrina Kaif are brand ambassadors for major fairness creams. The growth in consumerism and the changing life style of Indian youth have led to strong demand for fairness creams. India’s swelling middle class is redefining lifestyle pattern with adoption of western values and growing brand consciousness; creating opportunity for the global players in fairness cream market. The Indian market is experiencing stronger demand for fairness creams due to the increased media and untapped markets targeting the rural segment. Another key driver is the increased penetration level of male spending behaviour on cosmetics. The fairness product market has captured the people from 360 degree angle. (1)
Ever since the macho look was replaced by the metrosexual look, men have started taking a greater interest in their appearance. From visiting parlors for manicures and pedicures to spas, they are concentrating on every aspect of grooming. And that means falling for fairness products. (2)
As for the women, fairness creams perpetuate the particular
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