Beruflich Dokumente
Kultur Dokumente
PROMOTION
• TV Campaign
• Fairness Meter
• Fair & Lovely Scholarship Programme 2007 on Reliance Mobile or R World
(Aug 14 – Sep 17, 45,000 Response)
Past and current agency: Lowe has been handling the business since its
inception, which is almost 30 years old now.
Brands Advertisements
• A young dark skinned colored girl’s father laments he has no son to provide
for him, as his daughter salary was not high enough-the suggestion being
that she could not get better job or get married because of her dark skin.
The girl then uses the cream becomes fairer, and gets better paid job as an
air hostess-and makes her father happy.
• Theater Actress Advertisement
• Getting the Dream Man
APPEALS :
• Emotional appeal to grab attention
• Rational appeal to communicate product usage and its positives affects on
beauty
Past and current agency: Lowe has been handling the business since its inception, which is
almost 30 years old now.
Brand journey: The ubiquitous tube of Fair & Lovely has found its place in many households.
There is no debating the fact that the brand has its loyal followers, who reach for it on the shop
shelves even among the array of new entrants, both Indian and international. There is a trust
factor that has been handed down over the decades, and communication has played an important
role in making Fair & Lovely the brand it is today. Launched 30 years’ back, the product
revolutionised the skincare market, being the first fairness cream in India.
Change in positioning over the years: Madhu Noorani, Executive Director, Lowe, further
explained, “The brand’s positioning evolved based on the understanding of the evolving
consumer. When the dreams and aspirations of the consumer were about getting the ‘right
partner in your life’, the brand reflected that. Subsequently, the consumer evolved and even
though getting the right man was still remained important, it became more important to achieve
something substantial for self, to have a status change in life and to be more empowered. It is
with this consumer understanding the central philosophy of Fair & Lovely has changed to
women empowerment and allowing women to make their dreams their destiny and live life on
their terms.”
Launch phase – building efficacy and safety as it was the first brand that was offering real,
tangible fairness. Romance phase – there were a series of films made on getting the man of one’s
dreams. In addition, Fair & Lovely also spoke to the married women about keeping the spark in
the marriage alive.
Destiny phase – this is the phase about achieving one’s dreams and desires. The key
communications that epitomise this phase are the Airhostess ad, the Cricket ad and the Ayurveda
ad.
Client’s perspective
Ajith Babu, Vice President - Regional Category, HUL, said, “At the core of quintessential
definition of beauty for an Indian consumer is the desire for a fair skin. Fair & Lovely identified
this need 30 years back to provide an efficacious and safe skin cream, which provides noticeable
fairness and is now trusted by over 600 million consumers.”
Babu said, “Fair & Lovely will always reflect the emerging desires of its consumers keeping in
mind larger societal trends. To illustrate, as our part of the world experiences women
emancipation, Fair & Lovely will encourage the acceptance of a greater role of women in our
society.”
Challenges, if any
“The recent debut of international brands in the Indian beauty market would mean Fair & Lovely
faces stiffer competition. The challenge is being successfully met by ensuring we remain true to
the tenets that have made consumers trust and love the brand,” he added.
Rajeev Raja, Creative Head, DDB Mudra, said, “I certainly think that the reworked positioning is
politically more correct and relevant in today’s society. It is also a socially better message, and
empowerment definitely has a positive stance. The earlier stance of implying that dark skin
would not help in getting a good groom was regressive and didn’t fit well with changing times.
The brand has evolved and messages such as liberation and empowerment are definitely a better
territory for brand to operate on.”
COLOUR:
“Tea pink” was chosen because: