Godrej Consumer launches FairGlow face wash  ( June '14,2007, HBL)

Godrej Consumer Products Ltd (GPCL), manufacturers and marketers of the FairGlow brand of fairness soaps, said that it has forayed into the fairness face wash category, under the FairGlow brand name.

"We have just forayed into the fairness face wash category, having tasted success with our FairGlow brand of fairness soaps," said Mr Dr Rakesh K. Sinha, Chief Operating Officer, Operations and Marketing, GPCL.

"Venturing into the fairness face wash category and not the cream category was a conscious decision, since it's a well-known fact that its fairness creams find it difficult to enter the skin, thereby not being able to provide quick results.

"However, due to the presence of an active ingredient in face washes, the product works much better as it penetrates the skin more effectively," he added.

The face wash, priced at Rs 29 for a 50 ml pack and Rs 55 for a 100 ml pack will not be an entirely mass oriented product.

"Though the product is very competitively priced, face wash as a segment is still restricted to the metros and tier 1 cities. We thereby intend to roll out the product in only those select markets," said Dr Sinha.

Marketing strategies

On the company's advertising and marketing strategies to market the product, Dr Sinha said the focus would be on the point of purchase marketing and promotions.



"Since we will be the first company foraying into the fairness face wash category, our approach will be to educate the consumers on how to use the product. So, our major focus will be on below the line and at the point of purchase activities," Dr Sinha said. GCPL also intends to use the media to advertise the product. The company's television commercial will be on air from June onwards.

"Last year we spent Rs 6 crore to market our FairGlow soap brand. However this year, with the new addition to the FairGlow brand with the face wash, we intend to have a total ad budget of Rs 8 crore," Dr Sinha said. "We hope that the face wash will add around Rs 20 crore in revenue to the FairGlow brand in the next two years," he added.