INTRODUCTION
Unilever PLC is a British multinational fast-moving
consumer goods company founded on 2 September
1929 following the merger of British soap maker Lever
Brothers and Dutch margarine producer Margarine Unie.
It is headquartered in London.
Unilever products include baby food, beauty products,
bottled water, breakfast cereals, cleaning
agents, condiments, energy drinks, healthcare and
hygiene products, ice cream, instant coffee, pet food,
pharmaceuticals, soft drinks, tea, and toothpaste. It is
the largest producer of soap in the world, [3] and its
products are available in over 190 countries. [4]
1
Fair & lovely
“GUARANTEED FAIRNESS. GUARANTEED
FAME.
INTRODUCTION
Unilever patented the brand Fair & Lovely in
1971, after the patenting of niacinamide,
a melanin suppressor,[1] which is the cream's
main active ingredient.
Glow & Lovely (formerly Fair & Lovely) is
a skin-lightening cosmetic product of Hindustan
Unilever introduced to the market in India in
1975.
Glow & Lovely is the first cream in the world to use
Vitamin B3 (niacinamide) which is known to brighten
skin, reduce inflammation and hyperpigmentation
and smoothen overall skin texture.
pricing
• Price of the product range from RS 5 – 100 , currently low pricing
strategy is being followed by company with regard to fair and lovely.
AFFORDABILITY IS DETERMINED BY TWO
FACTORS-
• Income of the consumer
• Price of the product and services
4
Problem faced :-
• In 2003 two of its ads they banned showing something which is not
ethically correct and it demeaning to women.
• This product is said to exploit the cultural norms of the society.
• Many experts say that just changing the name is not enough . The
formulation must be change
5
6
Solution offered :-
1] In it’s other products of beauty and
cosmetics segments also it had made many
changes like dropping the word “ NOR
MAL”
2] In response to the critics the previously
called “FAIR & LOVELY “ have been
changed to “GLOW & LOVELY in order to
embrace a more beautiful vision of beauty.
3]In men’s range of products also the fair
word dropped and henceforth it will be
named as”GLOW & HANDSOME”
4] There are millions of loyal customers
who have faith on this brand and will expect
the same quality under the new brand .
7
The Impact of Rebranding on Fair and Lovely
Brand Positioning?
• The answer is an absolute yes. When it comes to Fair and Lovely
brand positioning, this move has proved disastrous for the brand,
which is considered the biggest player in the fairness cream
segment. Not only the product sales were affected, but HUL
shares suffered critically.
• According to market experts, Fair & Lovely’s key proposition has
always been fairness. The message was clear that your
complexion could become a few shades lighter by using this
product. However, the same brand now offering ‘glow’ sounds
vague. They need a better way to explain the benefits of the
product.
8
THREATS
1] SEVERAL COMPETITORS IN THE MARKETS
2]CHALLENGES TO DEAL WITH CONSUMER CHOICE
AND BUYING BEHAVIOUR.
3]LEGAL ISSUES OFTEN HAMPER THE BRAND IMAGE
COMPETITORS
9
ADVERTISEMENT:-
11
FEEDBACK FROM CUSTOMER
• TALKING ABOUT FAIR & LOVELY FACE WASH TO GLOW
LOVELY ! WELL, PEOPLE HAVE SHARED MIXED FEEDBACK
ABOUT IT . SOME SAY IT HELPS IMPROVE THEIR SKIN GLOW
AND TEXTURE , WHILE OTHERS FEEL IT DOESN’T LIVE UP TO
THEIR EXPECTATION . IT’S ALWAYS BEST TO TRY IT OUT FOR
YOURSELF AND SEE IF IT WORKS FOR YOUR SKIN TYPE AND
CONCERN . REMEMBER , EVERYONES SKIN IS DIFFERENT , SO
WHAT WORKS FOR ONE PERSON MAY NOT WORK FOR
ANOTHER .
12
conclusion
• However, after it transitioned to Glow & Lovely, HUL has been
attempting to take baby steps towards inclusivity. The first-ever ad
as Glow & Lovely featured brand ambassador Ms.Yami Gautam.
Following that, Glow & Lovely released a rap video with Ms.Deepa
Unnikrishnan, a.k.a. Dee MC, that targeted younger women and
encouraged them to never shy away from pursuing their dreams
and be confident in their skin.
13
PRESENTEDBY
o PRIYA SINGH
o AISHWARIYA KOTIAN
o KARISHMA SHRIYAN
o SHEETAL VISHWAKARMA
o HIRAL JOSHI
thank you
