A college project where I came up with a rebranding strategy for the Brand Fair and lovely- Now glow and lovely in order to combat their racial controversy.

1. Building the brand one face at a time
2020
Fair & Lovely
Reinvented
By
Savannah
Patel

2. It's not just a marketing tool.
53% of the Indian Fairness
market.
30 countries
250 million consumers
world wide
Oldest and has trust,
50%’s first choice
Competition= Olay,
Neutrogena, Garnier
Fair&Lovely Market analysis
2020

3. Brand
Relevance
2020
High-end segments look for
benefits beyond fairness.
Importance is given to the
ingredients of the product that
cater to their skin types.
Being a product for the
masses, high-end market
segments do not want to
associate themselves with the
brand.

4. Consumer perception doesn't
match the brand identity
Racism associations
Brand position trap
2020
WEAKNESS
Outdated claims
Aggressive advertising
Selling wrong functional benefit
No. 1 skin lightening cream
Super brand
Offers transformation
Explore a new market
Reinvent brand identity
Offer a larger solution
Extend associations
STRENGTH
THREATS
OPPORTUNITY

5. The
objectives:
Through this rebrand, we want to...
Dissociate the brand from the
controversy
Acquire a new market segment
Increase engagement to
improve brand identity
Generate conversations as part
of promotions
2020

6. The strategy
Reposition so that our intended customers are upper middle class. In
order to appear contemporary, we shift the conversation to body
positivity. Advocates of the natural self, acting as a 'can do' spirit.
Rebranding to
Glow&Lovely
2020

7. 2020
Who we used
to be
Functional
An alternative to bleach.
Emotional
Tapping into aspirations and
insecurities of the masses,
offering to turn dreams into
reality
Value offering
To redefine beauty and help
one get noticed by others

8. 2020
After
repositioning
Functional
Restore your original glow.
Emotional
Providing the opportunity to
be comfortable and proud of
your natural skin
Value offering
To be a part of our journey in
discovering body positivity

9. To keep:
2020
Product ingredients
Messaging tactic i.e.
selling opportunity
Women
empowerment
The age group (25-
35)
Use as an everyday
product
Core Identity

10. Name, logo, tagline
Target audience
Mass appeal
Brand name on products
Traditional advertising
methods
Look and feel of product
Overt messaging
Fairness quotient
2020
To let go of: Public
perception

11. Traditional
Methods
2020
Positions itself as a product for
the upper middle class.
Lower class consumers
Therefore product is aspirational,
offering opportunity
Middle class consumer was
replaced by today's millennials
They defamed the brand
Making the product unappealing
to its desired audience (the
masses)
Our
Methods
Desired consumers- Upper
middle class
Add exclusivity and spruce up
products
Adhere to the beliefs of our TA
Make messaging inclusive
Fix image
Approach consumer insight
subtly
Continue to sell opportunity,
keeping up with the times

12. Escaping the
controversy
2020
Based on research
100% of the audience that
criticised Fair and Lovely for
being racist used a beauty filter
on their social media
These filters made skin appear
fair, glowy, and smooth.
Therefore serving a temporary
yet similar purpose as the
brand without appearing racist.

13. The problem?
The millennials
When the anti-racism conversations
increased, a now vocal consumer
started pointing out the brand's
shortcomings.
2020
Overt messaging
Conservative selling
No accountability
Creating insecurities
Encouraging stereotpes

14. The Millennial
Audience
2020
Liberal & Vocal
They feel obligated to
fight against social
constructs, raise their
concerns and call out
wrong doings.
As heavy social media
users, they care about
online portrayal and
hence, fall pray to the
very same obstacles
they fight against.
Image conscious
Social Dilemma
Due to the above, they
are torn between what
they stand for, and how
they appear. They
therefore are swayed by
big gestures and brands
that reassure their
purchase decision.

15. What they
want
Aesthetic visual appeal
Some level of exclusivity
Descriptive product names
Natural, organic or sustainable
Grand gestures
Brand recognition
Use of popular lingo
Brand must support a cause
Their purchase to have an impact
2020

16. Customer Promise
2020
Glow&Lovely provides its audience with high-end skin
care products that replenish the skin, returning its
original glow. We strive to add to the conversation of
body positivity and self-acceptance, with the intention
to make our users feel comfortable in their natural skin

17. Opportunistic
Glow&Lovely as
an expression of
oneself
2020
Progressive
Confident
Sassy
Conscious

18. By embodying our audience and
associating our brand with content that
they connect with like modern art, music
and other media.
How we tell our
story
2020 Associated content
User Imagery
Symbolism

19. Extended Associations
2020
Local Artists
Local Artists Body
Body
Positive Art
Positive Art
Freebies
Freebies
Local
Local
Communities
Communities
Beauy Filters
Beauy Filters Body +ve
Body +ve
influencers
influencers

20. Socially Aware Clause
As an indication of change,
we use a symbol that
stands for being socially
aware. We will use this
across all our content and
as a clause in our mission
statement.
Our hope is that this
symbol can be used by
other brands in similar
situations.
2020
The symbol

21. 2020
Corporate Identity
The colours of skin positivity
consistent across media
Imagary
Via local creators, extensive
digital campaigns &
engagement
Communication
Interacting with various
communities and the 'Socially
Aware' mission clause
Action
Educating the staff on social
constructs and promoting
body positivity
Corporate culture

22. Vision &
Mission
Mission
To rid ourselves of the social
constructs that hold us back., in
order to transform ourselves into
advocates for self-acceptance and
the natural self.
2020
Vision
To be one of the propellers of the
modern day beauty movement
whilst being home a consumer base
of skin care enthusiasts

23. Budget
4.5 Cr
6 month tentaive digital promotions
2020

24. 2020
Glow&Lovely
#Unfiltered
Getting out of the abyss
As we rebrand, we break away from
the social constructs that held us
back from reaching our full potential.
#Unfiltered we bring to the forefront
the products that make us great,
their rejuvenating qualities and ability
to restore your original glow.
Honest, empowered and aware, we
show you the real Glow&Lovely.

25. No brand name
prefix
Contemporary
aesthetic
Light colours
Serums instead of
creams
Descriptive names
Highlight
ingredients
Transparent
packaging
2020
The product.

26. Going digital
2020
Broadening brand voice
Most established brands gave stuck
to traditional advertising, allowing
new one;s to take up the digital
space
Lead Generation
Premium market growth is 15% +
online as customers evolve
They purchase “quick-to-market”
products found via social media
from brands that are growing right
alongside them.

27. 2020
Creatives

28. 2020
Social media
Campaign
Phase 1
The #UNFILTERED challenge
encourages local creators to
showcase their experience
with self-love, without filters
These artists/ musicians have
been at the forefront of many
social movements online and
act as influencers for our TA

29. 2020
Social media
Campaign
Phase 2
We release a beauty filter
named #UNFILTERED across
social media platforms,
encouraging people to use it in
their picture.
At the end of the campaign, we
will reveal that there was never
any filter, putting up a collage of
user pictures on our website
wall

30. Our Reliable
Social Media Channels
Glow&Lovely @glowandlovely
2020
@glowandlovely
@glowandlovely

31. Digital
Media Tools
2020
Promotions Awareness
Website banners for
online retail stores
Google adwords for
campaign
Viral marketing
SEM
Content creation
Press release
Blog
Case studies
SEO

32. Understand
Test
Plan
Refine
Build
Understanding the needs of the target audience
Selecting mediums and methods on the basis of
consumer preferences
To rebuild our identity on the basis of consumer
insights.
Alter the duration of campaign promotion
according to responses.
Elements of the rebrand that were best recieved
Summary
of
Rebrand
The 5 Phases
2020