Identifying the Potent Opportunity that ‘Glow’ Provides for the Rebranded Fair and Lovely Portfolio
Fair & Lovely's transformation to Glow & Lovely represents an evolution towards a more inclusive beauty standard, embracing the idea of radiant and confident beauty for all. The rebranding took place in 2020 after the brand’s effort to move away from the narrow confines of ‘fairness’ and ‘whitening’ which were not inclusive.
Preceding the re-branding and also after the shift, we partnered with the Glow & Lovely team at Unilever to conduct various studies to understand the consumer’s evolving needs around skincare, their understanding and perceptions around Glow, whitespace that the new positioning opened up, and ways to grow the brand and sustain the brand’s equity over some time.
Consumer Insights
As the iconic brand Fair & Lovely made its transition to Glow & Lovely, several studies were conducted by our team to understand the changing perceptions of beauty in Indian society and the potential for a deeper, more engaging proposition.