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FairGlow puts up a fair show
APRIL 5: Godrej Soaps' FairGlow brand of soap has captured a market share of 3.5 per cent in some areas where it has been launched. FairGlow is the first fairness soap in the Indian market.According to a company press release, ``there has been overwhelming consumer response to this unique product from Godrej Soaps.'' FairGlow is a beauty and complexion soap which claims to offer fairness as a benefit in a short period of usage. It contains a bio-extract called natural Oxy-G which is said to make skin fairer naturally.Says Godrej Soaps president (consumer products division) HK Press: ``FairGlow has done extremely well in the market. It has met its objective of creating an entirely new category in the stagnant toilet soaps market. We are going to invest more on this successful brand to ensure that it maintains its market creator and leader status.''Recently, Godrej took FairGlow to the web by launching a promotion the soap on contest portal www.contest2win.com. The company said that the promotion has received an "incredible" response and plans are now afoot to build a Web-community around the brand.FairGlow is available across India at an introductory price of Rs 10 for a 75 gm pack. The launch of the brand is being supported by press, hoarding and television campaigns. FairGlow is the first product from the company's "innovation funnel" process which conducts research to gauge the consumer needs in the market. The company had earlier stated that it will launch at least two new products with added attributes before June this year. --NS Copyright © 2000 Indian Express Newspapers (Bombay) Ltd.
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