Fair & Lovely: Democratising Education for Women in Indonesia

Beauty brand Fair & Lovely used TV, mobile and radio to raise awareness of its brand commitment to female education and drive sales in Indonesia.

Campaign details

Brand: Fair & LovelyBrand owner: UnileverAgency: Mindshare IndonesiaCountry: IndonesiaIndustries: Skin care, sun protectionMedia channels: Email marketing, Mobile & apps, Programmatic display, Social media, TelevisionBudget: 500k - 1 million

Executive summary

Skincare brand Fair & Lovely (F&L) was facing tough competition from other well-established brands. As a challenger brand, it saw an opportunity to stand out from the competition through a higher purpose.

In Indonesia, females aged between 15 and 25, are not encouraged when it comes to education, especially in rural areas. These girls dream...

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