FMCG major CavinKare Pvt Ltd has appointed actress Trisha Krishnan as its new brand ambassador for its fairness cream brand Fairever. With this, the company plans to reposition the product on the lines of ‘black spot removal’ and ‘oil-free’. Earlier, actress Asin had endorsed the brand.
“Gone are the days when fairness alone was the key parameter for companies to pitch their products with. Flawless and particularly black-spot less skin is what most women seek today,” said C.K. Ranganathan, Chairman and Managing Director, CavinKare Pvt Ltd
In the last one year, most of the brands slowly have switched from plain ‘fairness’ to ‘fair and flawless complexion’ concept. Brands, including HUL’s Fair and Lovely, were repositioned with new taglines. In fact, this is the second time in the last two years that CavinKare has repositioned its Fairever.
The Indian fairness cream market is at present pegged at Rs 1,800 crore and has been growing at a “healthy 20 percent” say industry sources. Hindustan Unilever Ltd.’s Fair and Lovely is the dominant player in the segment with close to a 70 percent share, and CavinKare’s Fairever is the second largest selling brand with a 7 percent share, followed by other players such as Garnier (from L’Oreal), Emami and Pond’s.