{"id":196,"date":"2018-07-23T18:29:43","date_gmt":"2018-07-23T12:59:43","guid":{"rendered":"http:\/\/marshmallow.in\/blog\/?p=196"},"modified":"2020-08-18T11:55:15","modified_gmt":"2020-08-18T06:25:15","slug":"pretty24-changed-tone","status":"publish","type":"post","link":"https:\/\/www.marshmallow.in\/blog\/pretty24-changed-tone\/","title":{"rendered":"Pretty24 \u2013 A Changed Tone!"},"content":{"rendered":"<div style=\"margin-top: 0px; margin-bottom: 0px;\" class=\"sharethis-inline-share-buttons\" ><\/div><p>&nbsp;<\/p>\n<p>I saw a new commercial for Pretty24 hitting the not-so-prime time slots on some GECs. The narrative is subdued (typical beauty products ad) which goes like this \u2013 A younger sister prodding the elder one to know the `secret\u2019 behind her `bright\u2019 complexion, thereby building further the argument that the two share similar skin tone as well as other beauty products! And the revelation is Pretty24.<\/p>\n<p><iframe loading=\"lazy\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/1CiSSo-UuCM?feature=oembed\" frameborder=\"0\" allow=\"autoplay; encrypted-media\" allowfullscreen><\/iframe><\/p>\n<p>In an earlier blog titled <a href=\"http:\/\/marshmallow.in\/blog\/face-to-face-in-a-fair-game\/\" target=\"_blank\" rel=\"noopener\"><em><u>`Face to face in a fair game\u2019<\/u><\/em><\/a>, this author had argued that Pretty24 has taken a bold step as `\u2026<em>From general purpose Fairness creams to Men\u2019s Fairness creams to dark spots reduction fairness creams to winter fairness creams; every conceivable sub-category promise has been exploited to grow the market\u2026\u2019 <\/em>and that <em>`\u2026the fairness cream market in India is\u00a0fairly\u00a0mature\u2026\u2019 <\/em>And hence,<em> `\u2026 careful segmentation holds the key to success for a new entrant in a crowded shelf as the `Anti\u2019 position puts the new entrant in direct competition vis-\u00e0-vis the rest\u2026\u2019<\/em><\/p>\n<p>This new TVC, thus, is surely a departure from the earlier bold and in-your face communication taking on all the fairness creams for `cheating\u2019 the young women.<\/p>\n<p>While penning my thoughts in the earlier article, I had expressed that Pretty24, at least in terms of its positioning, is a little late! My gut feeling has been that as an idea its time peaked some 10, 15, 20 years ago. Pointing out that\u2026 <em>`In India, the pride factor in one\u2019s `own\u2019 complexion has already gained ground; especially with girls-next-door winning the titles such as Ms India, Supermodel, etc. And to the buyer of very premium international brands, complexion has never been an issue\u2026\u2019 <\/em>And for the buyers in Tier II and III or semi-urban centre\u2026<em> `it is still `Fairness\u2019 all the way to success. So who is the brand Pretty 24 targeting? And what\u2019s the `reason to buy\u2019, it is offering to the consumers (unless subsequent campaign reveals it).\u2019<\/em><\/p>\n<p>As it appears from the TVC, the earlier strong and bold anti-fairness, and victimhood for the consumer, position adopted by the brand has given way to a much milder push and shove to somehow get a place into the consumers beauty product shelf. Will it work? Especially when a woman\u2019s vanity box is already \u00a0filled with all kinds of beauty products from scrubs, wash\u2019s, peel-offs, moisturizers, anti-wrinkle creams, and what not! The other most important point is `For all skin tones\u2019 makes Pretty24 a product for everyone. Is it a carefully chosen strategy? Or manifestation of internal confusion! Let\u2019s wait and watch.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; I saw a new commercial for Pretty24 hitting the not-so-prime time slots on some GECs. The narrative is subdued (typical beauty products ad) which goes like this \u2013 A younger sister prodding the elder one to know the `secret\u2019 behind her `bright\u2019 complexion, thereby building further the argument that the two share similar skin &hellip; <a href=\"https:\/\/www.marshmallow.in\/blog\/pretty24-changed-tone\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Pretty24 \u2013 A Changed Tone!&#8221;<\/span><\/a><\/p>\n","protected":false},"author":5,"featured_media":197,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[],"class_list":["post-196","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising-and-communication"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pretty24 \u2013 A Changed Tone! - Marshmallow Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marshmallow.in\/blog\/pretty24-changed-tone\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pretty24 \u2013 A Changed Tone!\" \/>\n<meta property=\"og:description\" content=\"I saw a new commercial for Pretty24 hitting the not-so-prime time slots on some GECs. The narrative is subdued (typical beauty products ad) which goes like this \u2013 A younger sister prodding the elder one to know the `secret\u2019 behind her `bright\u2019 complexion, thereby building further the argument that the two share similar skin tone as well as other beauty products! 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