Name: Shantanu, Date: 24-12-2024
This research paper delves into the multifaceted landscape of brand transformation and societal impact through an in-depth analysis of the rebranding journey undertaken by Hindustan Unilever Limited’s Fair and Lovely to Glow and Lovely in the Indian market. Against the backdrop of historical associations between Fair and Lovely and conventional beauty standards centered around fair skin, this study examines the strategic motivations, implementation processes, and ensuing consequences of the rebranding initiative. The study employs a mixed-method approach, including surveys, interviews, content analysis, and market trend evaluations, to gather insights from various consumer segments. The core motivation for the rebranding is scrutinized, emphasizing the brand’s response to criticisms of colorism and exclusive beauty ideals. Embracing diversity and inclusivity emerges as pivotal drivers behind the transformation, reflecting global trends toward more authentic and inclusive beauty standards. The study details the strategic aspects of the rebranding, including the name change to Glow and Lovely, changes in the product portfolio towards holistic beauty, and new marketing campaigns aimed at redefining beauty norms. Consumer responses are critically assessed, revealing varied reactions, skepticism, and behavioral shifts. The paper also explores the rebranding’s societal impact, examining its cultural influence and alignment with broader movements advocating for diversity and inclusivity. Challenges such as authenticity concerns and ongoing fairness-related messaging in advertisements are discussed, shedding light on the brand’s hurdles. Additionally, the research evaluates industry trends toward inclusivity and their influence on other brands. The study concludes with a look at the long-term effects of Glow and Lovely on both the brand and the beauty industry, emphasizing the importance of ongoing consumer feedback in shaping the brand’s narrative and the evolving beauty standards. This paper aims to provide a comprehensive understanding of the dynamics between brand image, societal expectations, and industry transformation.
