Fair & Lovely: Gaining the lost ground

This case study describes how the leader in the Indian beauty market, Fair & Lovely (FAL), reacted when a relaunch of its core product was poorly received by loyal FAL users.

Fair & Lovely: Gaining the lost ground

Ankur Garg

Campaign details

Brand Owner: Hindustan UnileverLead agency: Rapport WWBrand: Fair & LovelyCountry: IndiaIndustry: Skin care, sun protectionMedia: Outdoor, out-of-homeBudget: 1 - 3 million

Market background and cultural context

The circumstantial issues were as follows:

Geographical reach

FAL was present across 29 states in India, spanning 3,259,780 sq km. Most of these are completely media-dark geographies, not even reached by TV.

Infrastructural issues

This is the rural India in which 80% of loyal FAL users experience both irregular power...

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