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GCPL launches the all new FairGlow with its fairness + protein’s formula
* The fairness products category has been one of the fastest growing categories in the
Indian FMCG market. The category dominated by fairness creams has seen a lot of
innovation in recent years with products in different formats like soaps, gels, facewash etc
* Godrej Consumer Products Limited (GCPL), a leading player in the FMCG industry in India,
has re-launched FairGlow soap, which continues to be India’s largest selling fairness
soap, in a new and attractive pack and shape along with the revolutionary fairness +
proteins formula which reduces melanin that causes skin darkening giving a fairer look
with every wash
* The re-launch will also be supported by a TVC featuring Saumya Tandon of ‘Dance India
Dance’ fame and who will feature in the upcoming ‘Zor ka Jhatka’ with SRK.
Bhopal, February 24, 2011: Godrej FairGlow, India’s No1 fairness soap from Godrej Consumer Products
Ltd will now be available in a new, beautiful avatar across the country. This specialist fairness soap will
woo users of other beauty soaps with its fairness + protein’s formula that works from within and inhibits
melanin which darkens the skin.
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FairGlow launched in 1999 as India’s first fairness soap has evolved with time and has always appealed
to the contemporary woman of the modern age. With the re-launch, the soap will be available at an all
India level in an even more attractive packaging and brand new shape. The exercise intends to take the
brand a step higher in creating relevance for the soap with users of ordinary beauty soaps which are
ineffective in delivering fairness as opposed to FairGlow.
Speaking on the re-launch, Mr. Tarun Arora, EVP, Marketing, Godrej Consumer Products Ltd
said “Since its inception, FairGlow has been strongly positioned as a ‘fairness’ soap. While, our users are
happy with the results and continue to remain loyal, we also feel that there are many out there who need
to include a fairness specialist soap as part of their beauty regimen, instead of an ordinary beauty soap
which is not designed to deliver the said benefit. At GCPL, we have constantly endeavored to develop
products which provide specific solutions to our consumers. So, as a step in that direction, we have re-
launched FairGlow with the new fairness + protein’s formula and I am confident that it will delight all
existing as well as new users.”
The soap will be available at all leading stores across the country in 3 SKU’s viz. 115g pack of three at
Rs.60, 75g pack of four at Rs.52 and 90g singles at Rs.15.
About Godrej Consumer Products Limited
Godrej Consumer Products Ltd (GCPL) is country’s largest Indian home and personal care company with
leadership in the personal wash and hair care categories. It is one of the largest marketers of toilet soaps
in the country with leading brands, such as Godrej No. 1, Cinthol and Godrej Fairglow. In hair colors,
GCPL is a market leader with a range of offerings including Godrej Expert Powder Hair Colour, Godrej
Renew creme and Nupur mehendi.
GCPL has a 100% stake in Godrej Household Products Limited, which is the market leader in India in
the Household Insecticides market with its brands GoodKnight, HIT and JET. The acquisition of Rapidol
and Kinky in South Africa have given GCPL leading positions in the fast growing South African ethnic
hair care market. As part of increasing its global footprint, GCPL recently acquired Tura, a leading beauty
brand in West Africa, Megasari Group, a leading household care company in Indonesia. In addition, with
its two recent acquisitions in Argentina of the Issue group and Argencos, GCPL is now market leaders in
hair colour in 19 countries.
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