Fair & Lovely: Delay Marriage

This case study describes how Fair & Lovely, a skin-lightening cosmetic product of Hindustan Unilever, an Indian consumer goods company, used branded content and an online platform to reignite the love of Indian women for the brand.

Fair & Lovely: Delay Marriage

Team MullenLowe Lintas Group

Campaign details

Brand: Fair & LovelyBrand owner: Hindustan UnileverLead agency: MullenLowe Lintas GroupCountry: IndiaIndustry: Cosmetics, beauty aidsMedia: Cinema, Internet - microsites, Magazines - consumer, Newspapers, Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Radio, Sponsorship - event, property, Sponsorship - media, TelevisionBudget: 1 - 3 million

Executive summary

The leadership position of Fair & Lovely (FAL), a skin-lightening cosmetic product of Hindustan Unilever, was under threat because fans in 158 million Indian households were being wooed by the science...

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