Pretty 24 is a new cream at the block. Its commercial takes a potshot at numerous narratives associated with equity advertising and marketing in India; but, its verbal exchange is silent on the advantages of the product. The angry (or upset) younger girls vent their ire as they feel betrayed with the aid of the hordes of Fairness creams in the marketplace. The advertisement ends with a product shot, claiming it as a cream for every skin tone. The brand targets girls between 20 and 35 years of age, as stated in livemint.
The equity cream market in India in all fairness mature. From trendy motive Fairness lotions to Men’s Fairness creams to darkish spots reduction fairness creams to wintry weather equity lotions; each practicable sub-class promise has been exploited to grow the marketplace, that’s reportedly round INR 4500 crore, and developing! In any such scenario, class creation with the aid of careful segmentation holds the important thing to fulfillment for a brand new entrant in a crowded shelf as the `Anti’ position places the brand new entrant in direct opposition vis-à-vis the rest. Also, the capacity to leverage present distribution network adds to the muscle tissues so vital for success. On these types of counts, Pretty 24 sits quite.
The dark aspect…
Is Pretty 24 a bit late? Is it being built on a carefully selected plank or slump? Or, is it a manifestation of bewilderment on the Marketer’s end? Is it an concept whose time peaked some 10, 15, two decades ago?
In India, the delight element in a single’s `personal’ complexion has already gained floor; in particular with women-next-door prevailing the titles together with Ms India, Supermodel, and many others. And to the purchaser of very top rate worldwide brands, complexion has by no means been an trouble. Over the years, maximum of the fairness cream brands have formulations that offer advantages past slight-bleaching to encompass skin moisturization at least.
For the Fair’y Tales inspired consumers in Tier II and III, semi-urban centres; it’s far nonetheless `Fairness’ all of the manner to success. So who is the emblem Pretty 24 focused on? And what is the `motive to shop for’, it’s miles presenting to the customers (except subsequent marketing campaign famous it).
The leader in the `Fairness’ class i.E. Fair & Lovely has long long gone beyond `Fairness’ to `Confidence’ and `Success’. There is more to the Brand Fair & Lovely as evident in the testimonies chronicled within the Fair & Lovely Foundation brochure performed with the aid of this author. The foundation is doing yeoman carrier to nurture aspiring, younger gifted women.
It stays to be visible how the brand new entrant will affect it. Is Pretty 24 an try to cut an instantaneous slice of equity cream marketplace in India? At mere 1% share interprets into INR forty-50 crore!
In all fairness…
Pretty 24 has to its credit of being no longer simply another offering. It takes great guts to experiment, to be exclusive. The verbal exchange and the proposition make one take attention of the logo. But will it make a dent? For a logo’s salience in the end is connect to (advantage provided to) the clients; and now not mere attempts at evoking resentment towards other brands.