Launched in 1902 Pears is positioned as a ‘pure & gentle’ soap which is good for the skin. Please find below some vintage international pears ads.
These indicate the targeting of the brand to be children as well which goes rightly with its mild image. But contrasted to this in India the targeting of the soap was and is mainly limited to women especially middle aged mothers. Consequently in earlier Pears ads soft smooth skin of mother and her child were shown to get the message to the consumers. The tagline: ‘Aysi Pears Twacha, Aur Kahan’.
The product is characterized by its high glycerin content and transparent looks. Currently Pears has three varieties: the traditional amber variant, a green variant for oil control and a blue variant for germ protection. Recently similar to its some other soap brands HUL is trying to position Pears also using the ‘Beauty’ positioning and hence the tagline “Pears – Unravels your beauty”.
