Fair & Lovely: Fighting to retain its loveliness
Chaitanya Bivalkar
Campaign details
Brand Owner: Hindustan UnileverLead agency: MindshareBrand: Fair & LovelyCountry: IndiaIndustry: Skin care, sun protectionMedia: Newspapers; Radio; Sponsorship – media; TelevisionBudget: 3 – 5 million
Market background and cultural context
The face care market is a US$ 1510 million category which includes, hand and body and face care products. Within face care (US$537 million), there are premium and mass market (lower price) creams ranging from skin lightening (fairness) to anti-ageing, moisturisers and lip care.
Fair &...