FURR 4 AHA BHA Underarm Roll On with Kojic Acid and Lush Flora Fragrance 40ml - Pigmentation Reduction, Odor Prevention, Skin Brightening, Dermatologist Tested Antiperspirant

Key Features: - Contains AHA and BHA to help exfoliate and brighten underarm skin - Infused with kojic acid to reduce pigmentation and dark spots - Lush Flora fragrance for a refreshing scent - Dermatologically tested and safe for all skin types

For whom: - Suitable for individuals looking to address pigmentation, dark underarms, and body odour - Ideal for those with sensitive skin due to its dermatologically tested formula

Pros: - Effectively reduces pigmentation and dark spots on the underarms - Prevents body odour and keeps you feeling fresh all day - Brightens and smoothens the skin for a more even tone - Antiperspirant properties help control sweat and keep you dry

Cons: - May not show immediate results and require consistent use for best effects - Fragrance may not be suitable for those with fragrance sensitivities

Factor	Weight	Contribution	Rationale	Sources
Spec/Feature Fit	25	20	Unique combination of ingredients catering to specific needs like pigmentation reduction and skin brightening.	Vogue, Elle
Brand Strength	20	10	Established brand with a loyal customer base in the beauty and personal care segment.	Brand Equity, Business Standard
Category Momentum	20	15	Growing demand for innovative underarm care products in Indian market.	Mintel, Euromonitor
Price Positioning	20	10	Competitively priced compared to similar premium underarm care products in the market.	Retail360, Business Today
Competition	10	6	Facing competition from established antiperspirant brands offering similar benefits in the market.	Vogue, Elle
Use-case Advantage	5	5	Addresses multiple concerns like pigmentation, odor, and skin brightening in a single product.	Femina, Cosmopolitan
Final Market Score	100	66/100 (3.30/5)	Innovative underarm roll-on with unique features positioned well in the competitive Indian market.

Factor	Rating (out of 5)	Notes
Social Media Buzz	0.0	—
Retail Presence	0.0	—
Price Appeal	0.0	—
Community Hype	0.0	—
Festive Sales	0.0	—
Performance in Climate	0.0	—