Campaign details

Brand: Fair & Lovely
Brand owner: Unilever
Lead agency: Mindshare Indonesia
Contributing agencies: IMX, Tala
Country: Indonesia
Industries: Skin care, sun protection
Media channels: Competitions & contests, Content marketing, Events & experiential, Mobile & apps, Radio & Audio, Television. Voice, chatbots, Websites & microsites
Budget: 1- 3 million

Executive summary

Fair & Lovely (FAL), a facial skincare brand, wanted to grow penetration and engage with its target audience of females aged 15-25, from low economic classes – especially from secondary and rural cities in Indonesia that have limited digital access. It did this by strengthening its 'fairness' expertise and education for non-category users.

Market background and objectives