 Fairever goes saffron
 CavinKare, a leading FMCG company in India, has announced the launch of its 'Natural Fairever' fairness cream, with an all-new product blend (combining the goodness of Kashmir saffron and milk) and new packaging. Popular south Indian cine star Asin has been signed on as brand ambassador by the company. This is the first time the group has gone in for a brand ambassador.
CavinKare has innovated on one of its strongest brands, 'Fairever', which has 17.5 per cent marketshare among fairness creams in south India, said CavinKare Personal Care Division CEO K S
Ramesh.
Saffron has traditionally been associlted with beauty and Kashmir saffron is considered the best in the world for its distinctive long silky threads with dark red colour and its extraordinary aroma, he added.
"CavinKare's extensive R&D found that pure saffron is an excellent melanin retarder and it also gives the skin a golden glow. Natural Fairever combines the best of Kashmir saffron with milk to provide a naturally fairer skin," Ramesh said.
Announcing the signing up of actress Asin as the brand ambassador for the new 'Natural Fairever' fairness cream, Ramesh added: "Asin represents youthful beauty that is aspirational and represents our brand values well."
The triple sunscreens reduce the harmful effects of UV rays and help retain fairness. Apart from this, the cream has added fruit vitalisers, "which provide multiple nutrients that are completely absorbed by the body and nourish the skin to keep it healthy and cherished. The cream also has a lasting fragrance which lingers long after application," he added.
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 product is available for Rs 5 for a 9 gm pack, Rs 28 for a 25 gm pack, Rs 50 for a 50 gm pack and Rs 70 for a 80 gm pack. CavinKare, a Rs 500 crore FMCG major, offers quality hair care, skin care and personal care and food products. The company markets the brands Meera, Chik, Indica, Spinz, Fairever, Nyle, Chinnis and Ruchi through over 22 lakh outlets and over 1,100 stockists across the country.
Ramesh said the products in the Personal Care Division enjoyed 8 per cent national share, and the aim was to increase it in a short period. Several new products would come out from the CavinKare stable in the next few months, he said, adding that this included those from the Personal Care Division.
RR
|
