 Fairness with a glow
 CavinKare,
a leading FMCG company in India, announced in Chennai the launch of its 'Fairever'
fairness cream in a new avtar, with an improved product blend and new packaging.
CavinKare, the fastest growing player in the Indian FMCG industry, has innovated
on one of its strongest brands, 'Fairever' - with 18.5 per cent marketshare
among fairness creams in south India - has launched the new improved 'Fairever'
fairness cream with the goodness of fruit vitalisers.
The new Fairever cream has a
unique blend of fruit vitalisers, the extract from the goodness of fruits, which
help provide nourishment to the skin, said Ramesh Viswanathan, vice-president,
sales. The insight, which has resulted in the birth of the new Fairever, is that
the vitamins from the fruit vitalisers get absorbed easily, giving skin a
natural glow. Apart from this, the cream also has the goodness of saffron, the
age-old traditional fairness secret, and milk, a powerful natural fairness
ingredient, rendering a shimmering glow to the face of the Indian consumer. The
new stylish pack has an international appeal with attractive graphic design. The
key benefit of 'Fruit Vitalisers' now forms a part of the packaging.
Fairever is the first and only
product in the market to have fruit vitalisers. The mix has been extensively
tested among consumers and rated to be the best. Saffron enhances the complexion
and milk nourishes the skin, and the extract of fruit vitamins not just makes
the skin fairer but adds an extra glow to it.
The new cream pampers consumers
with its high-end skin care formula and gives a glow to the skin. The cream also
has a lasting fragrance, which lingers long after application, said Ramesh
Viswanathan.
He added, "Today's
consumers possess an in-depth knowledge of beauty care products. They readily
understand the importance of key ingredients in attaining specific results -
like fruit vitalisers for a shimmering glow. The success of 'Fairever', the
brand coupled with insights born of extensive research - in our labs and the
markets - have led to the launch of the new improved 'Fairever' fairness cream.
This new product is an innovation to satisfy the changing needs of consumers and
we are confident that the new Fairever fairness cream will deliver."
Rajeshwari, marketing manager,
said, the new 'Fairever' would be positioned as a cream that will help the
"world notice you". Fairever fairness cream has been tested on all
aspects of safety through extensive testing in the in-house, state-of-the-art R
& D labs of CavinKare.
The offering from CavinKare
comes at the existing price. The product is available for Rs 5 for a 9 gm pack,
Rs 27 for a 25 gm pack, Rs 49 for a 50 gm pack, Rs 69 for an 80 gm pack.
The product is being launched
across south India in December 2004, and will roll out across the country by
January 2005. Fairever currently enjoys an 8 per cent marketshare in its
category in India, and the company hopes to take it to around 12 per cent with
the help of the new product.
RR
|
