Advertising Campaign

Client Brief
GLOW AND LOVELY
- Glow and Lovely, previously known as Fair and Lovely
- introduced in 1975 in India by HUL
- got into controversy due to its name multiple times
- Product extensions: glow and Lovely brightening face powder; Glow and Lovely Powder finish
creme, advanced multi-vitamin cream, glow and Lovely Instant Glow facewash, Winter Glow
Face cream, Glow and Lovely bb+ multivitamin cream, and Ayurvedic care+
In 2018-19 the brand shifted its focus to women empowerment and the idea of radiance and glow
was introduced which led the brand to change or to drop the word 'fair' from its brand name.
Brand image: the new brand identity is more inclusive with a focus on glow, even tone, skin
clarity, and radiance. The rebranding was a response to activist backlash over the bra marketing
strategy.
The brand's communication has moved away from the benefits of fairness, whitening, and skin
lightening.
The rebranding promotes the importance of glowing and beautiful skin regardless of color and
skin tone. The brand has equated fairness with success for decades, communicating a message
that fairness leads to beauty, a good husband, self-confidence, and a good career.
Brand Category: Body care products for both men and women for 2000 Cr
Target audience: 21 to 35 years both women and men
Primary audience- Women 25-35 years, and the bulk of its users are in the 21-35 category
Primary Market- Mumbai, Delhi, Bangalore, Kolkata, Chennai, Hyderabad, Pune, Ahmedabad
Gen Zs are more aware and sensitive towards the idea of color, and skin tone. People have
become more accepting of all skin types and they understand that having healthy skin is more
important rather than having fair skin. People are now ready to acknowledge their real skin rather
than temporarily covering it with light color giving a fairer look.
There is a misconception that fair is beautiful and dark is ugly. The thinking of the gen z is
progressive and they do not believe in using some fairness cream to glow their skin. People have
advanced with the idea that every skin color is beautiful.
40% of the market share of the fairness market. It is a Rs. 2000cr brand
Performance: According to data from researcher NielsenIQ, sales of skin-lightening creams
decreased by 3% compared to the previous year for the first time in 2023. Fair and Lovely brand
positioning to “glow and lovely” has proved to be disastrous for the brand not only the product
sales were affected, but HUL shares suffered critically.
Competition: Fair and Lovely face competition from
Before its name change, Fair & Lovely faced competition primarily from other fairness creams
and skin-lightening products in the market. Some of its competitors included:
- Ponds White Beauty
- Garnier White Complete
- Olay Natural White
- Lakme Perfect Radiance
- Nivea Natural Fairness
- Himalaya Clear Complexion Whitening Day Cream
- L'Oreal Paris White Perfect
After its name change to ‘Glow and Lovely’ it faced competition from the following brands:
- Ponds Glow
- Garnier Light Complete
- Olay Luminous
- Lakme Absolute Perfect Radiance
- Nivea Extra Whitening
- Himalaya Herbals Clear Complexion Brightening Cream
- L'Oreal Paris White Perfect Milky Foam

Marketing Objectives:
- Shift in brand perception
 create targeted messages that will focus on overall skin health and empowerment
rather than fairness.
- Educate Consumers
 Provides information on skin care, sun protection, and the importance of
embracing your skin regardless of its color and tone.
- Drive Sales

Media Objective:
- Increase reach
 Maximizing the product exposure across various media channels

- Integrated Marketing Communication

 Coordinating the brand message and its creative assets across all media channels
for a consistent and smooth flow of brand communication
 - Adapting and understanding consumer behavior
 Understanding the consumer’s media consumption pattern for developing the
media strategy accordingly to maintain its relevance and effectiveness
- Measure and Analysis

Campaign Constraints or campaign details:

- Period- Q1 and Q3 of FY 24-25
- Duration of the campaign- 6 weeks, starting 1 April 2024 and then 1 October 2024
- Spot duration/ size of the ad Short videos and Reels (30 secs), TV ad of 50 secs, Radio
(20 secs)
- Media mix- billboards, social media (pay per click), television, radio, newspaper,
magazines
- Maximum budget (expected budget of the campaign)- Rs. 50 lakhs
 Brand turnover- Rs.2000 crore
 Share in the fairness market- 40%
 New product launch advertisement expenses- Rs 8-9 crore
 Worldwide spending of people on fairness products in 2024 according to a Global
Industry Analyst report is projected to triple to $31.2 billion