CASE STUDY Market Segmentation—Man’s Fairness The male fairness segment industry is pitched at around Rs. 250 crore and the industry is growing at a scorching 150 percent per year. The industry evidently has woken up to the fact that the metro-sexual and has a large appetite for beauty (the industry expression is “male grooming”) products, particularly driven by a desire to look as fair as the fairer SEX. ABC Company recently launched ‘GROOM PLUS’ the first men’s fairness cream and claims that the market feedback is highly positive and encouraging. It is now planning an extension of “GROOM PLUS” to products Iike bleaches, shaving creams, Lotions etc. Hitherto men used fairness cream /bleach that were available in parlour packs. Subsequent research showed that men prefer bleach of their own with its own fragrance and specific skin type formulations, especially branded ones.
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