For the Fair'y Tales inspired buyers in Tier II and III, semi-urban centres; it is still `Fairness' all the way to achievements. So who is the item Fairly 24 targeting? And what's the `reason to buy', it is offering dermavix to the consumers (unless subsequent campaign reveals it). The leader in the `Fairness' classification i.e. Reasonable & Charming has gone forever beyond `Fairness' to `Confidence' and `Success'. There is more to the Brand Reasonable & Charming as evident in the tales chronicled in the Reasonable & Charming Base brochure done by this author.

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