Parachute Advansed Body Lotion: Making body the new face

This case study explains how Parachute Advansed, a beauty brand, launched a new body lotion product in India by targeting women who were non-users of the category.

Parachute Advansed Body Lotion: Making body the new face

Brand name: Parachute advansed body lotionProduct type: Body lotionCategory: Consumer productsSub-category: Cosmetics & ToiletriesURL:www.whatmakeslovetimeless.com

What was the strategic communications challenge?

"Beauty is what meets the eye."

The Indian idea of beauty has forever been defined by the face. And has stayed restricted to it as well.

This explains why the penetration of facial creams is as high as 75%, and Fair & Lovelyis the country's largest beauty brand. (Source: Household Panel Data, AC Nielsen Data 2010-11)...

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