Lux Sunscreen Formula is said to protect the skin's fairness againstdarkening by the sun. The product is a result of technology patented by HLL.Says HLL, executive director, personal products, Arun Adhikari, ``LuxSunscreen Formula contains a combination of sunscreen `actives' which aredeposited on the skin as a protective layer, even as the soap washes awaythe dirt and grime.''

Priced at Rs 14 for every 75 gram pack and Rs 23 for every 125 gram pack,the product is being offered with an introductory money-back guarantee. Thenational launch of the soap will be supported with a high decibel multimediacampaign expected to hit the market soon. With the `Who's afraid of the sun'tag-line, the campaign features leading film actress Aishwarya Rai as theface of Lux Skincare Sunscreen Formula.

Even as HLL is making every effort to push its latest offering, competitorGodrej Soaps FairGlow has already marked a breakthrough in the stagnanttoilet soaps market within months of hitting the market. FairGlow is said tohave captured a market share of 3.5 per cent in some areas where it has beenlaunched.

Available at a lower price point of Rs 10 FairGlow is a beauty andcomplexion soap which claims to offer fairness as a benefit in a shortperiod of usage. It contains a bio-extract called natural Oxy-G which issaid to make skin fairer naturally. Says Adhikari, commenting oncompetition, ``We are not clear about the exact technological processthrough which the unconventional ingredients used by FairGlow are depositedon the skin offering long term benefit of the product.''

While Godrej Soaps claims delivering fairness through FairGlow, LuxSunscreen Formula talks about protecting fairness by offering sunscreenbenefits. The creation of the `fairness' category has kindled hopes offuelling growth in the otherwise stagnant soaps segment in the Indianmarket.