Is the equity sector ready for a makeover? Is it time for marketers to reposition fairness products to leverage features other than the promise of clear skin, regaining the trust of apprehensive consumers? The fairness or whitening market The products, currently pegged at Rs 3000 crore, are huge in India, offering great possibilities in both urban and rural markets. The industry consists of a glut of products that promise clear, glowing skin in a limited amount of time. The ambitious claims of marketers and advertisers have won over unsuspecting customers, luring them with the depiction of light-skinned models in glamorous advertisements. But what are the factors really responsible for the demand for these products? It's a need created by marketers operating in a highly competitive world and looking for a winning edge. This fascination with fair skin is not limited to women but is equally popular among men, thus creating an entirely new segment of men's fairness products. In 2013, the male fairness cream segment contributed approximately 330 million to the entire market. Fair & Lovely, a 1000 crore brand from the house of Unilever launched in 1978 in India, claims to be the world's first fairness cream and holds the lion's share of around 50% of the total fairness products market. With the launch of Fair & beautiful in 2005, Emami created an entirely new market for men's fairness products and currently holds a market share of approximately 57%. Aiming to stand out in the cluttered fairness products market, Nivea, a premium segment brand positions itself as a whitening product company for whitening dark spots, dark spots and sunburn, instead of a of correction products. ....the global push on racial inclusions triggered a movement in India where blackness began to be considered beautiful. While at the bottom and middle of the pyramid the continued obsession with fairness is set to continue due to acceptability in the wedding context, brands should not overtly take the 'fair is beautiful' angle. Instead, they should present these products as beauty enhancers that inspire confidence and improve personal care!” he added. Perhaps, the fairness industry needs to revisit its marketing strategies and leverage other more desirable aspects of the product than just the promise of clear skin. Smarter and more effective marketing can be used to achieve the desired effects. Marketing fair products has made headlines for all the wrong reasons. The challenge is how marketers can reposition products, if they want to.