WhiteTone: Everyday Glow

Brand: WhiteTone

Company: Vini Cosmetics

Brand Analysis Count: #611

WhiteTone is a brand of face powder and cream which competes in the fairness segment of the Indian market. The brand is from Vini Cosmetics which is famous for the Fogg brand of deodorant. WhiteTone was launched in 2010 initially as a face powder and later extended into a face cream.

Indian talcum powder market is estimated to be around INR 1300 crore and is shrinking owing to the shift in consumer behaviour towards creams and other cosmetics. WhiteTone tried to differentiate itself in the talcum powder market by positioning itself as a face powder that enhances skin tone. 

Despite the slowing popularity of powders, WhiteTone is banking on three benefits to lure the customers to the brand; oil-free look, even skin tone and fairness. The brand extension cream also follows the same promises.

What makes the brand interesting is the recent rebranding of the market leader in the fairness category- Fair & Lovely to Glow&Lovely. The rebranding was very well received by the media and consumer activists as a gesture endorsing skin colour neutrality. However, I feel that WhiteTone gains from such a move from the market leader. The fairness market is worth around INR 5000 crore and Fair&Lovely owns more than 42% share. While the basic positioning of the rebranded Glow&Lovely remains the same, WhiteTone may gain from the sheer brand name which talks about the brand's promise in a way Glow & Lovely may not be able to communicate. It is true that Glow &Lovely caters to a different segment than WhiteTone. 

WhiteTone has increased its media presence and in my State- Kerala, the brand is spending heavily on the face powder promotion.