Use of fairness cream:
Fairness Cream has been aimed for a transformational change in ones complexion and especially the facial outlook of an individual has been more vital to the marketers when building perception about a fairness cream. The history led various examples in the advertising world where marketers and manufacturers of cosmetic products segmented their target markets over a particular demographical domain; the female gender. From Soap, Shampoo, or even the ultimately men’s product such as shaving foam has been accompanied with the female model or celebrity endorsement. Now since last few decades an approach towards men’s beautification has emerged against their segmentation for automotive, engineering tools, or further men related products and services. With the globalization, and universal acceptability of both genders in businesses no matter manufacturing concern or services, engineering or fashion savvy; all boundaries of gender limited work task have now been niche down with few industries. Hence, we would like to motivate men’s use of fairness cream.
Motivational Drive towards men’s use of fairness cream:
With the change globally, beautification marketers identified a new segment to position their almost same product but with different packaging and perception. The myth of male fairness cream emerged with the rational reasoning to the needs of a men as they travel more; interact with people often more than women, bare sunlight much frequently and usually render tough and rough jobs. The use of the fairness creams by men depends on various motivational factors and sustains a variety of health hazards altogether. Regardless of these the usage also varies from regions and civilizations.
If you are tall and dark you are probably not intended to be handsome, going bycurrent trends. The metro sexual look getting preference and that means men chasing fairness creams, thanks to the media, it plays an important role in promoting them. Since the macho look was replaced by the metro sexual look, now people have started taking a greater interest in their appearance.
According to a marketing manager of a fairness cream- Richa Singh, the grooming habits of men have developed. National and international brands together have begun introducing exclusive skin care and hair care ranges for men. Today it is common for men to reach for fairness cream, treat their self to something heavier moisturizing and scrub their faces to remove black heads and high-end hair-styling products. But as I have told you earlier you need to consult a beautician before selecting a cream for yourself or at least do some market research before buying one.
Motivational Drive towards Men’s Fairness Cream Purchase is influenced by Demographic & geographical factors. Despite various hazards and physicians precautions the usage of fairness cream has its own varsity. The usage has a tremendous envision towards psychological needs satisfaction. This acquired need which emerged with the instinct of good and attractive looks that satisfies one’s self image and internal greed of self-satisfaction gives a feel of pleasure and affection. Whereas celebrity endorsement might play a vital role as the psychological needs stated in the identified market segment table i.e. attraction, affection, fondness, and self-satisfaction are embed easily with the celebrities by the marketers.