Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Fair & Lovely

In India, the 1970s witnessed a wave of youth-oriented brands such as 5Star, Closeup and Fair & Lovely that had a traditional mindset with respect to personal indulgences. At the time, personal grooming in most households was restricted to talcum powder and unbranded coconut oil for haircare. Shampoos, with their unit cost being high, were luxuries and were usually found only in wealthy households that had sufficient disposable income. The consumer’s self-concept in terms of grooming was, at the most, restricted to the style set by movie stars in the film world. Anything beyond that was considered to be some kind of permissiveness in most cities with the exception of some metros. This was the backdrop in which the fairness cream ...