Brand Management

Submitted to:
Sir Usman

Submitted by:

Bilal Alvi 2022-MBA-10

Hassan Alvi 2022-MBA-11
Afia Dawood 2022-MBA-01
Rabbia Arshad 2022-MBA-12
Eraj Asif 2022-MBA-06
Sundas Yousaf 2022-MBA-20

Submitted On:
Tuesday, 11th October 202
Table of Contents
Glow & Lovely Introduction:......................................................................................................................2
Products Portfolio......................................................................................................................................3
Evolution of the Brand...............................................................................................................................4
Phase 1...............................................................................................................................................4
Phase 2...............................................................................................................................................4
Phase 3...............................................................................................................................................4
Marketing Strategy of Glow & Lovely........................................................................................................4
Segmentation.....................................................................................................................................5
Target Market....................................................................................................................................5
Positioning.........................................................................................................................................5
Competitive advantage in the Marketing strategy of Glow & Lovely:......................................................5
Part of FMCG major Unilever –..........................................................................................................5
Extensive reach in the market:..................................................................................................................6
Competitive analysis in the Marketing strategy of Glow & Lovely............................................................6
Market analysis in the Marketing strategy of Glow & Lovely...................................................................7
Customer analysis in the Marketing strategy of Glow & Lovely................................................................7
Campaigns..................................................................................................................................................7
The Decline faced By Fair & Lovely :........................................................................................................10
Rebranding...............................................................................................................................................11
Why HUL might not withdraw Fair & Lovely...................................................................................12
Campaings................................................................................................................................................13
Recommendations:..................................................................................................................................18
Is changing the name Fair & Lovely into Glow & Lovely appreciated or
is it merely eyewash for the audience.

Glow & Lovely Introduction:

Glow & Lovely (formerly Fair & Lovely)

is an Indian skin-lightening cosmetic
product of Hindustan
Unilever introduced to the market in
India in 1975. A leading Skin Care
brand which serves millions of
consumers all over the world by being
the best, safe and affordable solution for
their beauty needs. Glow & Lovely is
available
in India, Bangladesh, Malaysia, Indonesia, Singapore, Brunei, Thailand, Sri
Lanka, Pakistan and other parts of Asia and is also exported to other parts of
the world, such as the West, where it is sold in Asian supermarkets.
Glow and Lovely contains stearic acid, mainly sourced from animal body fats
(like lard) which contain the highest amount of stearic acid by weight
compared to plant-based fats.
It is common perception that many Indian women are partial towards fairer
skin. Recently, noted dermatologists commented that people are now openly
asking for a solution to something that has been an obsession through the
ages. Equating fairness with beauty has turned out to be a key consumer
insight in the case of the fairness creams industry with Hindustan Unilever
capturing nearly 53% of the market share with Glow & Lovely. The company
has drawn particular scrutiny for its promotions and advertisements featuring
darker skinned women turning fairer on using the cream.

Purpose statement:

'To inspire women to create their own identity'

Products Portfolio

Glow & Lovely uses the best technology in

the world for skin lightening products. The
brand principal of the company is
‘Rescripting History’ and it has periodically
innovated and experimented with its
products to maintain its quality and remain
one at the top. Glow 7 Lovely maintains that
it does not use any harmful ingredients or
bleach in its making. The ‘Oil Control
Fairness Gel’ has papaya as its main
ingredient that makes the skin glow.  The
watermelon extracts in some of the products keeps the face cool and fresh
and protects from the harmful rays of the sun. The other principal components
used are vitamin A, vitamin B3 and aloevera. All the products are harmless,
leaving the skin fair and fresh. The products provide fairness gradually from
four weeks to six weeks. These ingredients have been used globally by many
reputed brands. BIS (Bureau of Indian
Standard) have approved all the
products and then released them in
the market. Some of the important Glow
& Lovely products for women are as
follows:

 Advance Multivitamin Cream

 Oil Control Fairness Gel
 Ayurvedic Care
 Anti marks Cream
 Forever Glow
 Multivitamin Face Wash
 Winter Fairness Cream

Some of its important products for men are:

 Max Fairness
 Max Fairness Face Wash

Evolution of the Brand

Hindustan Unilever's star product in the fairness creams segment had evolved
into one of the most successful brands over three decades in as many distinct
phases.
Phase 1

saw the launch of the product in 1976 on the basic premise that "younger
women wanted to have fairer skin in order to attract a better looking husband."
HUL marketed this brand as a beauty cream capable of providing fairness
within 8 weeks. The value proposition lucidly communicated to the consumer
base read, "Get noticed by the man of your life."
During

Phase 2

of Glow & Lovely's evolution, the brand talked to a younger college going girl
who is self confident and more modern in her outlook and believes home
remedies for facial care to be old fashioned.

Phase 3

this further metamorphosed into a brand offering emotional benefits for

achievers who actively seek solutions and do not look at marriage as the
ultimate source of personal achievement. Glow & Lovely thus became a brand
which communicated a message that Fairness leading to Beauty leading to
Good husband to Fairness leading to Self-confidence leading to Good career.

Marketing Strategy of Glow & Lovely

After a research scientist in HUL lab discovered that vitamin B3 could prove

instrumental in lightning of the skin color. Then after the brand has been
introduced realizing its potency in skin pigmentation. The acceptability of
the product has helped the company in emerging as a global leading fairness
cream in most of the developing countries of the world.

Segmentation

Personal Care – Skin Fairness Cream

The customers have varied needs & want based on their lifestyle, region and
ethnic group they belong to. Segmentation helps in
understanding demographic & geographic segmentation variables which have
helped Glow & Lovely over the years serve different customer groups with
similar population characteristics. Fair and lovely uses
selective targeting strategy to make its product appeal to the respective
customer groups.

Target Market

The target consumer profile for Glow & Lovely is the 18 and above age group,
and the bulk of the users are in the age 21–35 category, though there is
evidence that girls as young as 12–14 also use the cream. As of 2012 the
brand occupied 80% of the lightening cream market in India and is one of
Hindustan Unilever's most successful cosmetics lines.

Positioning

It has positioned its offerings based on value-based positioning by creating a

positive image about the brand & communicating that the products are safe,
effective and makes the customer feel good Beauty cream capable of
providing fairness within 8 weeks.

Competitive advantage in the Marketing strategy of Glow & Lovely:

Part of FMCG major Unilever –

 The cosmetic and cleansing brand is part

of the renowned brand Unilever which
have 35 brands across different
segments and product categories which
is helping Fair & Lovely in the sustainable
business platform.

Extensive reach in the market: 

Convenience of availing the product by even bottom of the pyramid customers

is what has helped Glow & Lovely in being ahead of other players in the
market. Availability of Small SKU’s (stock keeping units) across
the channel has made this a successful competitive advantage for the
company.
BCG Matrix in the Marketing strategy of Glow & Lovely
The brand operates in business segments such as Cosmetic cream, Men’s
solutions, Face Wash and Daily treatment. Since the brand has been from the
beginning is catering to the skin lightening and colour enhancement needs of
the customers and therefore its business segments Cosmetic cream and Daily
treatment are Stars .
Distribution strategy in the Marketing strategy of Glow & Lovely
Glow & Lovely’s distribution model is in
line with HUL which works on go-to-market
strategies to reach out each and every part
of the country with its varied channel of
distribution .By closely working with more
than2700+ redistribution partners,
stockists and shoppers every day to
maximize their sales it makes sure that
whether it is a small Kirana store or drug store or pops and moms store at a
distant location, the offerings should reach to every part of the country every
time well in time.
Brand equity in the Marketing strategy of Glow & Lovely
Glow & Lovely, the world’s first fairness cream has been known for not using
harmful ingredients or bleach. It has been rated as the Twelfth Most Trusted
Brand in India by ACNielsen ORG-MARG in the year 2003 while in 2004; it
was identified as a Super Brand.

The brand has been closely associated with supporting women, making them
self-reliant and establishing their independent identity. Glow & Lovely
foundation has been helping academically brilliant girls from
weaker economic background to pursue higher education by providing
scholarships.

Competitive analysis in the Marketing strategy of Glow & Lovely

The self-grooming market is overcrowded with the large number of local;

nnational & MNC’s which have the large array of products to cater to the
needs of the customers. Glow & Lovely is in a low-end cosmetic product
segment, have mass appeal and targets each and every stratum of the
society. Glow & Lovely competes on the basis of strong branding, visibility,
small SKU’s and easy availability of the product in the distant areas. Some of
the competitors of Glow & Lovely in the personal & skin care segment
are Ponds, Lakme, Garnier, Johnson & Johnson Clean & Clear, Himalya etc.

Market analysis in the Marketing strategy of Glow & Lovely

With changing lifestyle and urge to look good and smart, awareness about the
hygiene factor, the sale of the skin care products has been increasing and not
only women are becoming conscious but Men equally aspire to look smart,
fresh & fair. But the increasing popularity of herbal products and
popularization of bad effects of the harmful ingredients used in the skin care
products is what is changing the perception of the consumers towards beauty
products and customer are shifting towards high-end skin care products.

Customer analysis in the Marketing strategy of Glow & Lovely

Customers of Glow & Lovely are Retail customers, retailers,

distributors/wholesalers, Hotels. The Retail customers of the company are in
the age group of 10-35 years and a majority of which are women due to which
recently the company has been doing the paradigm shift and so introduced
products for Men to capture the untapped market. In B2B customer segments,
the company targets the Hotels, Resorts, Restaurants and
Event management companies.

Campaigns

At first their major target in every add is to make audience emotional through
add creating emotional scenario then pitch the Fair & Lovely. After that show
affects after using Fair & Lovely.

In one add they show that an actress insult a man who is old and still his
makup artist. She insult him in front of her daughter. They create emotional
scene after that Girl says that you make him star how much abuse you face.
Do my makeup make me star…?
He then said makeup is temporary you need beauty that remains permanent
then they pitch fair lovely shades.

After using she become star.

In one add a father want coffee his wife says that milk is finished at which stage you
will eat the money of daughter. He said Kassh hmara koi beta hota…!

Her daughter listen and cries.

At that time she search air hostess job in newspaper Suddenly saw a fair & lovely add.
Use fair lovely change look and pass interview as a Air hostess.

Then take his father in Hotel and his father said ek coffee mille gi…!

The Decline faced By Fair & Lovely :

‘FAIR & LOVELY’ isn’t FAIR to SOCIETY…?

The Age-old Obsession with Fair Skin

Remember the fairy tale named Snow White and the Seven Dwarfs? One of
the earliest stories
portrays the obnoxious
idea of fair skin being
more desirable. In the
story, Snow White’s
stepmother becomes
dangerously jealous of
her, as she was admired
by many for her fair
complexion and beauty.
In the 21st century, it is
inconceivable and
unforgivable that we are
still struggling with skin
color issues, specifically
in India.
The obsession with fair skin
starts in the womb. Women
are instructed day after day
to have food items like
beetroot, saffron milk so
that the newborn baby has
a milky white complexion.
Further, from the moment a
child is born, parents and
relatives start talking about
the child’s skin tone, and it
goes on. No wonder the
fairness creams industry has grown in leaps and bounds over the years.
One of this league’s most prominent and best-selling names is HUL’s Fair &
Lovely. The product reportedly generates $500 million every year from sales
only in India. Apart from this, the brand is also sold in Indonesia, Bangladesh,
Pakistan, Thailand, African countries, and other regions across the globe.
Skin-lightening products are extremely popular in Africa, Asia and the Middle
East; a market that American and European brands have profited from for
years. The skin lightening industry was valued at $8.3 billion as of 2017,
though its precise size is difficult to estimate as companies often use indirect
wording to label their products. “None of these companies has said we’re
going to discontinue these products, despite the reputational challenge,” said
Alex Malouf, a former Procter & Gamble executive in the Middle East.

The Outcry Against Fair & Lovely Marketing Strategy

For a country like India obsessed with fair skin tone, Fair and Lovely
marketing strategy, its advertising style, and phraseology have always shown
how women with darker skin face challenges while searching for the right
partner or job. But, things drastically improve in their lives after they start
applying this fairness cream.
Furthermore, when beauty icons like Aishwarya Rai, Juhi Chawla, Padmini
Kolhapure endorse a particular beauty product, people start believing in its
credibility. The outcome is an escalated growth of Fair & Lovely.
One of the most popular ads of Fair & Lovely was the one that featured Indian
actress Genelia D’Souza. The advertisement showcased that she becomes
fair by applying this fairness cream, gains confidence, and gets selected as a
commentator alongside renowned cricketer, Srikant.
Another commercial featured a father facing financial challenges and thinking,
“I wish I had a son,” while his demoralized and dark-skinned daughter looks at
him helplessly as she cannot support her family. The next scene shows the
daughter after using Fair & Lovely – now, beautifully dressed as a
flight attendant and taking her father to a 5-star restaurant.
HUL faced severe criticism for these advertisements. It triggered
extreme outrage in people against such products, their unrealistic
claims, and celebrities endorsing them.
Marketing campaigns of the product have been criticized for
promoting colorism. Marketing for the product in all countries implies whiter
skin equates beauty and self-confidence. Hindustan Unilever Limited research
claims that "90 per cent of Indian women want to use whiteners because it is
aspirational, like losing weight. A fair skin is, like education, regarded as a
social and economic step up.

CRUCIAL QUOTE by HUL

“We also need to respect the fact that all over the world there are different views of what beauty is,” a
Unilever spokesperson told Forbes. “300 million people choose to buy Fair & Lovely every year. We
want to meet the different desires of different consumers around the world safely, and in a positive and
inclusive way.”

Market Segmentation of Fair & Lovely

According to a report published in 2017 by a research firm called Global Industry Analysts, by 2024,
the worldwide spending on skin lightening is projected to triple to $31.2bn (£24bn).
The report further states that the driving force behind it is the stigma associated with darker skin. Also,
the rigid cultural perception correlating lighter skin tone with good looks and personal success is
another reason.
What did wonders for Fair & Lovely was the successful implementation of selective targeting therapy.
HUL did the market segmentation of Fair and Lovely after a thorough study of the geographic and
demographic requirements. The product’s advertisements kept hammering with terms like ‘gori
twacha’, and as a result, people welcomed the product, and thus, Fair & Lovely evolved as one of the
leading fairness creams.
For Fair & Lovely, the target consumer profile is 18-35 years of age, and the bulk of its users are in the
21-35 category. It is sold in the majority of developing nations around the world.
Additionally, Fair & Lovely also enjoys competitive
advantages because of some key reasons:
 It is part of a reputed brand called Unilever.
 The products are easily available for customers
belonging to the bottom of the pyramid.
 It has an excellent distribution strategy that ensures
that the product is available even in the remotest
locations.

Criticism/ Backlash faced by HUL

According to the All India Women’s Democratic
Association (AIDWA), the Fair & Lovely advertisements
were offensive. The portrayal of women in them was
demeaning and false. Activists from different associations
began objecting to the Fair and Lovely marketing strategy.
They began to speak out against
Fair & Lovely, not just in India but on international platforms too. Even the common public found
these absurd.
Multiple online petitions and signature campaigns demanded a ban on the product. A few examples of
such campaigns include:
 In 2016, three students at the University of Texas, Austin, commenced an Instagram campaign
and named it Unfair & Lovely. It was a play on the name of India’s most popular fairness
cream. The #unfairandlovely hashtag welcomed people with darker skin tones to share their
stories and photos.
 In 2009, Chennai-based Kavitha Emmanuel
initiated a campaign called Dark is Beautiful. She
is the founder-director of an organization called
Women of Worth, which works in the field of
women empowerment. This particular campaign
was launched to fight the toxic belief that an
individual’s worth is measured by their
complexion.
 Inspired by the Black Lives Matter movement,
Chandana Hiran, a 20-year-old woman from
Mumbai, filed a petition on change.org against
HUL. Within two weeks, it garnered more than
15,000 signatures.

But when it comes to an actual admission of wrong and a

change of conscience, little happened until 2012, when HUL
made the announcement.
Then, in 2014, the Advertising Standards Council of India
banned adverts that depict people with darker skin tones are
inferior to those having a fair complexion. But the question
remains that it took a racial uprising on a global level for
these brands to understand this.

Fairness isn’t Women Empowerment

Fair & Lovely’s heavily aired television commercials typically contain the message of a depressed
woman with few prospects who gains a brighter future by attaining either a boyfriend/husband or a job
after becoming markedly fairer, which is emphasized in the advertisements with a silhouette of her face
lined up dark to light. It is interesting to note that in the print and TV advertisements, as the woman
becomes ‘whiter’ she also becomes noticeably happier and feel more empowered.
Women’s movements obviously do not buy this argument. This is not empowerment; at best, it is a
mirage; at worst, it serves to entrench a woman’s disempowerment. The way to truly empower a
woman is to make her less poor, financially independent, and better educated; social and cultural
changes also need to occur that eliminate the prejudices that are the cause of her deprivations. If she
was truly empowered, she would probably refuse to buy a skin whitener in the first place.

The demand for fair skin and whitening products is widespread.

Reason for change of heart

In India color prejudice has been around for centuries. Read any epic, mythology, historical novel, skin
tone of gods and goddesses, characters are bound to be mentioned. Look at our ancient medical and
beauty scriptures all will have sections that tell how one can lighten the skin. So, what has made these
consumer giants backtrack on what they have been pedaling for decades?
Looking at the global #BlackLivesMatter movement when
George Floyed was killed by giving the knee treatment in
the USA, by the police, it was alleged that he was dealt
with extra cruelty because he was a man of color. This
campaign reached India and garnered support from celebs,
and not surprisingly they were called out for their
hypocrisy. These celebs were questioned as to why they
didn’t speak up when people of a minority community,
Dalit communities, women and children were targeted in
their own country. Why don’t they speak up about
nepotism in their industry and also when people with dark
complexion are ridiculed? These giants felt cornered and
made them relook at what they are selling. This movement
is a positive one that calls out discrimination on the basis
of skin color, which billions of people face on a daily
basis.
Skin-lightening products are typically aimed at women in
the Black and Asian communities, says Dr Steve Garner,
a sociologist, who carried out one of the first British
studies into skin-lightening. According to him, ‘There
have been no academic studies into skin lightening
whatsoever,’

 The issue reached Parliament when the

All-India Democratic Women's
Association sent letters in protest against some commercials on TV deemed
offensive, following which the I&B Ministry sent notices to a few channels to
take the ads off the air. And a few channels did took off the ad.
Hindustan Unilever Limited researchers claimed through a research that "90
per cent of Indian women want to use whiteners because it is aspirational, like
losing weight. A fair skin is, like education, regarded as a social and economic
step up." Was this research as an explanation enough for it to stop the
backlash it was receiving?

And not only this the situation got worse when the Black Lives Matter
protests started against racial discrimination in the US, social media was buzz
with people calling out beauty brands for perpetrating a bias based on skin
colour. Following this, Johnson & Johnson announced that it will be
discontinuing its skin lightening creams Neutrogena Fine Fairness and Clear
Fairness by Clean & Clear.

What did Fair & Lovely do? It launched a rebranding strategy.

Rebranding

In 2020, Hindustan
Unilever announced the rebranding of
its flagship brand Fair & Lovely. The
company will stop using the word 'Fair'
in the brand name 'Fair & Lovely'. The
brand was renamed to 'Glow & Lovely'.
Hindustan Unilever Limited announced
that its popular cream ‘Fair & Lovely’
will now be packaged with the name
‘Glow & Lovely.’ The cream for men ‘Fair & Handsome’ has also been
renamed as ‘Glow & Handsome.’ The move came after consistent criticism
faced by the company for peddling stereotypical and racist notions of beauty.

At the time of the rebranding, Unilever stated that 'Fair & Lovely has never
been, and is not, a skin bleaching product', and claimed that it was instead
designed to 'improve skin barrier function, improve skin firmness and
smoothen skin texture'.

They made the adds and poster included black women and women of all
profession and culture to remove tag of promoting racism. This picture
empowers their narrative of not using bleach to fear colour but remove dark
circles and give glow.

Why HUL might not withdraw Fair & Lovely

Hindustan Unilever (HUL), clocks about Rs 4,100 crore ($550 million) in

annual sales from the flagship brand Glow & Lovely in India alone. Of this,
Glow & Lovely may hold as much as 53 percent market share. The Indian
fairness cream market is dominated by HUL, Procter & Gamble and Garnier
(L'Oréal). Fair & Lovely brand was HUL’s most successful line.

Glow & Lovely launched its new campaign, but why does it look and feel
exactly like Fair & Lovely?

A few experts rejoiced this move, while some expected HUL to drop the
product completely that stands for colorism in India.

To announce its new rebranding exercise to consumers, HUL has dropped a

very in-your-face TVC that establishes how nothing has changed and it still
offers something “More than brightness
and now gives HD glow skin.” Its
advertisement just feels like the giant is
selling its old wine in a new bottle. The
only thing that has changed this time is
that they got rid of the shade card.

This made us question if glow is just a

synonym for selling white-skin to
consumers and if consumers will be
able to see through their charade?

“Fair, glow - it is all the same - all about bright and white skin. The re-
branding seemed (pardon the pun) more a cosmetic exercise, perhaps to
mitigate some of the flak faced over the years. The name may have changed,
but the positioning remains the same. The audience will buy the cream
irrespective.

To make sure consumers don’t forget Fair & Lovely is now Glow & Lovely, the
advertisement illustrates the transition to the new name twice -- to really
hammer it in the consumer's minds.

Fair & Lovely has been in India for over 45 years now and has been one of
the best-selling creams. According to The Drum, Fair & Lovely had entered
the Rs 200 crore market back in 2017 and held a 60-70% share of the skin
whitening industry. So to not lose a sense of familiarity with its consumers, the
packaging, colour theme and celebrity haven’t been changed.

Fair/Glow & Lovely capitalized on a mindset that equated that beauty is all
about fairness.

What we show or sell has everything to do with the consumer

psychology crafting their beliefs and hence the use of right kind of
words, re-channeling focus, creating right ideals, offloading consumer
racism, congruent products and the calibration of self-awareness will
fuel real result.Fair, bright skin has been the Indian beauty market’s core
offering for decades now, with the mass blindfolded too towards
stereotyping women and even men in some parts of the nation, by
defining beauty with color comparison. However, with voices being
raised and flags being waved to emphasize the vitality of redefining not
just beauty. It is just now that they will have to camouflage their right
intentions so that they look good and conscientious
The beauty brands have a big responsibility now to promote conscious
beauty and educate the consumers. Glow & Lovely needs to change the
thought process and make people truly embrace their skin color.
This struck a chord with audiences at that time and they started
believing that their physical attributes were responsible for the problems
they faced in their personal and professional lives. Such marketing
strategies coupled with a first-mover advantage have helped the brand
attain its dominant position in the market,” said Sunil Agarwal, Chairman
of RSH Global.

“Dark-skinned women of our country deserve an apology from fairness skin

brands.”

Campaings

After making add in which they say fair lovely is now glow and lovely.
Ab nikhar se barh ke milega HD Glow have 20 million views.

Then pitch GLOW KO NA ROKO feat. In which black girl is performing so

they break their point of view of using word Nikhar.

After that in new add again show girl that donot have fair colour and
donot change their colour at end.

In which she says ye camera kya capture karta he mera face…?

Nahiiiiii….!

Mere Ander Ka Confidence.

Then Pitch Glow & Lovely. At the end mere apne confidence ka glow.

At the end they relate that the fair complexion not improves your
confidence.

In New Add girl is being ready because some people come to see him
for marriage. Her mother said ‘ ready hog aye larke wale ate hoge…?
After she said bara glow he chehre par pr ye ghotki dress wo tume
dekhne a rahe…?

Then she said to dekhne do chehre kamyabi dono ka glow…!

After that pitch fair & lovely.
Then show that his future husband said to her “ sharma family me pehli layer
hogi ap…!

This add have 35 million views, So they remove shades in adds and
relate add with women empowerment and use words that every mothers
use to see professional dress.

In on add they show mis india 2022 and she said I am miss india but
pore india me sirf ek…?
And said to think ‘50 crore larkia or sirf ek miss india…?
Suddenly put crown on girl vedio maker and said har larki me glow he…!

Then pitch glow & lovely and said har larki me glow he use samne lane
ke liye fair &lovely careers pe login kare or apni kamyabi ki kahani shuru
kare.
At last say India ki adhi population ham he to use glow karane ka zima bi
hmara hoya na.
Again this add also attach with women empowerment and have 45
million views.

Recommendations:

After finding out brands current rebranding efforts and audiences' consistent
views about glow and lovely being racially discriminating fairness brand which
they dont trust anymore, we have following recommendations that might help
glow n lovely gain customers attention and trust.

 Tone Advertisements:

Glow and lovely current ad campaigns which are using different skin tones in
one frame are a little problematic as they are consciously or subconsciously
attaching racial discrimination to their brand image. As evident in our survey
answers. People are still associating glow and lovely with racial discrimination
and the new ads aren’t letting them forget that part attached to glow and
lovely. People who didn’t have that racial discrimination in their mind now
know the problems with fair and lovely.
Instead of showing multiple complexions in one frame glow and lovely should
move towards the typical 1 model ads with darker complexion model excelling
in her daily routine with the glow of confidence on her face.

 Packaging evolution:

Nostalgia is good but only if it associates good memories. The pink and
whites of fair and lovely have some very harsh remarks to dark skinned girls.
Like an Indian girl telling the traumatic childhood where her aunts asked her to
use fair and lovely to get fairer skin. To remove this identity of fair and lovely
is necessary yet very risky for the brand. Most of the loyal customers and the
rural customers won’t be able to recognize their brand and hence major sales
loss can be predicted in that case.
To detach the fair and lovely feel from glow and lovely the brands packaging
needs to be transformed but GRADUALLY. The step by step change in
packaging is needed to make people believe that glow and lovely isn’t fair and
lovely. For now, only some silver lines and glowing caps of the tubes will be
enough to make it look more glowy than fairy.

 Rural audience:
Due to very obvious reasons of being oblivious of the world rural areas still
are very big fans of fair and lovely. The change in the title has surely caused
confusion in their minds but to address a sensitive change we can work on a
sensitive issue with rural or under privileged women. The projects for rural
women like fair and lovely foundations and rural women education can get the
brand in direct contact with its audience hence providing a great platform to
end the confusion that fair n lovely in now glow n lovely.
  Explore new markets:

When fair and lovely was a fairness brand it was popular in brown skinned
Asians and some middle Eastern, but as fair and lovely has transformed itself
to glow and lovely. It opens new gates for bright skinned countries like China,
Turkey and other European countries. And not having previously notorious
image of being a racist brand it’ll be easy to promote glowing
Cream glow and lovely in these countries.
Since we all know glow and lovely is one of its kind low priced daily routine
beauty product, it has a great potential in countries who never asked for fair
and lovely but can readily but glow and lovely.

 Complexion trauma campaign:

A campaign can be launched under the hastag #realglow in which women will
be asked to share their traumatic experience due to their skin complexions.
This campaign will end with an apology to society for setting wrong beauty
standards. It will show sincerity of brand towards the society and the apology
from society to dark skinned women will hide an apology of fair and lovely
towards the culture.