The technology was developed here locally by Unilever's Indian subsidiary. The Hindustan Lever product will compete against India's Godrej Soaps, which already markets a "fairness'' soap.
Unilever says regular use of Lux Sunscreen Formula will produce a noticeable difference to skin color within six weeks. Hindustan Lever is offering a money-back guarantee on brand performance.
"This product is a result of our understanding of the evolving needs of women today. Protection of fairness against darkening under the sun is a primary concern among them,'' says Arun Adhikari, executive director-personal products at Hindustan Lever.
Adds Dhanraj Chokappa, head of personal wash research: "The main challenge for research was to deliver a product that provides optimal protection against UV rays, is safe to use, easy to apply and is affordable.''
Lead film actress Aishwarya Rai is the face of this new brand, which has the tagline: "Who's afraid of the sun?''
Copyright May 2000, Crain Communications Inc.