MAM
The cell phone user as consumer – an advertising perspective
It is not just the media companies who are eyeing the consumer through the mobile phone, it would seem.
Advertisers have long had their eye on the cell phone owner and found him receptive and willing to messages sent. Intellect, the Research and Technologies Unit of Lintas Media Services in association with Interactions, Lintas Media Services, conducted an extensive research that probes the psyche and the demographics of the SMS marketing 
consumers. The study, conducted in February 2004 covered the SEC A segment of Students and Working Executives/ Businessmen in the top 4 metros – Mumbai, Delhi, Kolkata and Chennai.
These are their findings –
The aim of the study was to provide the advertiser with a constructive understanding of his consumer’s thought process, experiences, expectations and acceptance of SMS as a medium of brand communication. The study says that a huge potential exists as far as communicating consumers via marketing is concerned and this is evident from the fact that only 14 per cent of the respondents have been exposed to advertising through SMS. An untouched 86 per cent have yet to experience a brand communication on their cell phones. Of the ones that have been exposed to such a communication, about 97 per cent have read the actual message before deleting it, a favourable 36 per cent also acted on the message after reading it. This depicts the readiness of the respondents to be a part of the entire communication process.
Probing their openness to the idea of accepting brand communication on their cell phones, the respondents portrayed a very positive picture. 66 per cent are willing to accept advertising through SMS on their cell phones, the study says.
The willingness is more amongst students and the younger age group i. e 15-24 years than that amongst working executives and those in the higher age group. Males are more willing to receive marketing SMS than females.
Avoidance of SMS (termed as deleting the SMS without reading it carefully) is much lower for this medium compared to the conventional media. 32 per cent are in the habit of reading every SMS that they receive; another 53 per cent hardly ever or only sometimes delete the SMS without reading carefully. In a scenario where television, print, cinema, etc all have high ad-avoidance, this is a very critical media.
One more noteworthy fact stays that apart from e-mail, SMS is the only medium that allows Permission Marketing. While students are open to receiving advertisements through SMS anytime there is a promotion; male working executives/ businessmen between the group 35-44 are open to receiving advertising through SMS but only with prior permission being given.
The timing and frequency of reaching a consumer is very important for any communication planning and the study has explored these areas. About 30 per cent are open to receiving advertisements through SMS anytime there’s a promotion. 34 per cent prefer being asked before they are sent advertisements through SMS while 34 per cent prefer it not very frequently.
While, 17 per cent are open to receiving advertisements through SMS more than three or four times a week, on the whole, 86 per cent are open to the idea of receiving brand marketing SMS once a month and more.
There is no specific pattern to the timing desired by the consumers. Anytime between morning to evening is acceptable. This is so since finally, the choice of opening the actual message lies with the consumer. Over 66 per cent feel that they do not have to see or answer an SMS immediately when it is received.
Also read:
Wireless – the new Smart Money Spinner
Summer comes with intense sun exposure, sweat, and excess oil. The result is tanning, dullness, and uneven skin tone. Your skin may continue to appear tired if your routine stays the same. Therefore, a detan face wash is essential.
It can remove tan, cleanse thoroughly, and restore your natural glow when paired with a tan removal face mask, without over-drying your skin. Understanding how it works and why it matters will help you use it to get the desired results.
What Is a Detan Face Wash?
A detan face wash is a cleanser for addressing sun tan, pigmentation, and buildup caused by UV exposure and pollution.
It works on the following aspects.
- Surface cleansing by removing dirt, oil, and sweat.
- Mild exfoliation to remove dead skin cells.
How it works?
Function What it does? Exfoliation Removes dead, pigmented cells Brightening Reduces melanin buildup Cleansing Clears sweat, oil, and pollution Skin renewal Promotes fresher, even-toned skin
Why Your Skin Needs Extra Care in Summer
Summer conditions in India mean heat, humidity, and UV exposure. They can directly affect your skin barrier.
Common summer skin issues
- UV rays lead to more melanin, which results in tanning and pigmentation
- Sweat and oil clog pores, leading to acne and blackheads
- Dust and pollution make your skin dull and uneven
What happens without proper cleansing?
- Tan layers build up
- Skin looks darker and patchier
- Breakouts become frequent
Using a face wash for summer that removes tan can prevent this cycle.
Top Detan Face Wash Benefits for Skin in Summers
- Removes Tan and Brightens Skin
Detan cleansers contain exfoliating ingredients that fade pigmentation caused by the sun.
Result
- More even skin tone
- Visible brightness over time
This is the right way if you are searching for how to remove sun tan from face at home.
- Deep Cleansing Action
Sweat and oil trap dirt inside pores. A de tan face wash benefits in clearing this buildup.
Benefits
- Reduces clogged pores
- Prevents acne and blackheads
- Keeps skin breathable
- Controls Excess Oil
A de tan face wash for oily skin controls sebum without stripping moisture.
Ideal for
- Oily skin
- Combination skin
- Humid conditions
- Refreshes and Revitalises Skin
The skin feels heated and fatigued after sun exposure. Detan cleansers include soothing ingredients.
Effects
- Cooling sensation
- Reduced irritation
- Instant freshness
- Cleanses Without Drying
A good formula balances cleansing with hydration.
For example, the Detan face wash by Foxtale uses:
- Papaya enzymes for gentle exfoliation
- Vitamin CÂ for brightening and antioxidant protection
Its sulphate-free formula removes tan and buildup, but also hydrates the skin. It is suitable for daily use in dry heat.
Key Ingredients to Look For in Detan Face Wash for Summers
Choosing the right ingredients determines whether your cleanser will work or not.
Ingredient guide
Ingredient Function Vitamin C Brightens, reduces pigmentation Papaya Enzymes Enzymatic exfoliation removes tan Aloe Vera Soothes sun-exposed skin Lemon Extract Mild astringent, helps cleanse Activated Charcoal Detoxifies, controls oil
These ingredients make a formula work in de tan face wash for men and women with outdoor-heavy routines.
How to Use Detan Face Wash Effectively
Consistency and technique matter as much as the product.
- Splash your face with lukewarm water.
- Take a small amount of the cleanser.
- Massage gently for 30–40 seconds.
- Focus on tanned areas (forehead, nose, cheeks).
- Rinse thoroughly and pat dry.
- Follow with moisturiser and sunscreen.
Frequency
- Twice daily (morning and night).
Use the cleanser with a weekly Tan removal face mask to get faster detanning results.
Who Should Use a Detan Face Wash?
A detan face wash is suitable if you:
- Spend long hours outdoors
- Notice tanning or uneven skin tone
- Have oily or combination skin in summer
- Want a brighter, fresher look without harsh treatments
It works equally well as a de tan face wash for men dealing with sun exposure and oiliness.
Final Thoughts
A detan face wash is an upgrade to your summer routine with a specific purpose. It removes tan, controls oil, and maintains clarity in conditions that naturally damage your skin.
Tanning fades slowly with the right ingredients and regular use. Your skin will appear clearer and more even. Results take time, so let your skin recover from sun damage by being consistent with your routine.
