Lux industry

A teaser ad on Lux soap recently unleashed by FMCG-major Hindustan Lever (HLL) gives an indication that the company is planning to launch a soap which protects fairness -- in evident competition to Godrej's FairGlow fairness soap. The Lux commercial was kicked off almost in tandem with the launch of FairGlow, which is touted as India's first fairness soap. FairGlow has marked a breakthrough in the stagnant toilet soaps market and has kindled hopes of fuelling growth with the creation of a new category.

The industry was rife with speculation that market leader HLL would follow in the footsteps of Godrej Soaps to launch a soap product on the same USP. While details of the proposed Lux soap are not available, the product is expected to be launched in the next fortnight. The ad depicts how, by using the soap, one can block the sun rays from tanning the skin surface. However, the ad does not reveal the name of the product. But it clearly signals that a new product offering from the Lux stable, albeit on the fairness plank, is in the pipeline. It has been a couple of weeks since the teaser ad was launched on select channels.

The move is seen by industry observers as a knee-jerk reaction to combat the launch of FairGlow. The only catch here is that while Godrej Soaps directly claims delivering fairness through FairGlow, the proposed Lux product talks about protecting fairness by offering sunscreen benefits. FairGlow is being promoted as a beauty and complexion soap which contains a bio-extract called natural Oxy-G which is said to make skin fairer naturally.

For Levers, point out industry analyst, it is crucial to defend any market share erosion at a time when the industry is strutting at growth levels of 2-3 per cent per annum. Given that the Rs 2,900 crore industry has reached saturation levels in penetration in both urban and rural markets, it is becoming increasingly challenging for marketers to develop value-added soap products in the market.Industry analysts point out that manufacturers will have to design products which offer unique benefits so as to stoke volumes growth. It is not surprising then that FairGlow is targeted at both men and women. Research findings show that a section of men too are users of fairness creams.