Harvard Case - Fair & Lovely vs. Dark is Beautiful
"Fair & Lovely vs. Dark is Beautiful" Harvard business case study is written by Rohit Deshpande, Saloni Chaturvedi. It deals with the challenges in the field of Marketing. The case study is 16 page(s) long and it was first published on : Mar 17, 2016
At Fern Fort University, we recommend that Fair & Lovely, now known as Glow & Lovely, embark on a comprehensive brand transformation strategy. This strategy should focus on:
- Repositioning the brand: Shifting from a focus on skin lightening to a broader concept of inclusivity and celebrating diverse beauty standards.
- Embracing a multi-pronged marketing approach: Utilizing digital marketing, social media, and influencer partnerships to engage with a younger, more diverse audience.
- Developing innovative product lines: Offering a wider range of products that cater to diverse skin tones and address specific skincare concerns.
- Prioritizing corporate social responsibility: Actively promoting inclusivity and diversity through campaigns and initiatives.
This transformation will require a significant investment in brand repositioning, marketing, and product development. However, it presents a unique opportunity for Glow & Lovely to regain market share, attract a new generation of consumers, and establish itself as a leader in the evolving beauty landscape.
2. Background
This case study examines the evolving landscape of the Indian beauty industry, specifically focusing on the challenges faced by Fair & Lovely, a long-standing brand known for its skin-lightening products. The brand faced significant backlash for its historical association with colorism and promoting unrealistic beauty standards. This led to a decline in sales and a tarnished reputation.
The case study introduces 'Dark is Beautiful,' a social movement challenging the notion of fair skin as superior. This movement gained traction through social media and highlighted the negative impact of colorism on individuals and society.
The main protagonists are:
- Hindustan Unilever (HUL): The parent company of Fair & Lovely, grappling with the brand's declining image and evolving consumer preferences.
- Consumers: The Indian market, increasingly aware of colorism and demanding more inclusive beauty standards.
- Social activists: Champions of the 'Dark is Beautiful' movement, advocating for positive body image and challenging societal beauty norms.
3. Analysis of the Case Study
This case study can be analyzed through the lens of various frameworks:
1. SWOT Analysis:
- Strengths: Strong brand recognition, established distribution network, extensive product portfolio.
- Weaknesses: Negative brand image, association with colorism, outdated marketing strategies.
- Opportunities: Growing demand for inclusivity, increasing digital penetration, emerging markets.
- Threats: Competition from local and international brands, changing consumer preferences, social media scrutiny.
2. PESTEL Analysis:
- Political: Government policies promoting inclusivity and diversity.
- Economic: Growing middle class with increasing disposable income.
- Social: Rising awareness of colorism and body positivity.
- Technological: Increasing digital adoption and social media influence.
- Environmental: Growing concern for sustainable and ethical beauty practices.
- Legal: Regulations on advertising and marketing of beauty products.
3. Consumer Behavior Analysis:
- Shifting values: Consumers are increasingly demanding brands that align with their values of inclusivity and diversity.
- Digital influence: Consumers rely heavily on social media and online reviews for information and product recommendations.
- Experiential marketing: Consumers seek authentic experiences and brands that connect with them on a personal level.
4. Competitive Analysis:
- Local brands: Emerging Indian brands are challenging established players with their focus on inclusivity and natural ingredients.
- International brands: Global beauty giants are entering the Indian market with diverse product lines and marketing strategies.
5. Product Lifecycle Management:
- Maturity stage: Fair & Lovely has reached a stage of maturity, with declining sales and a need for revitalization.
- Product innovation: The brand needs to develop new products that cater to a wider range of skin tones and address specific skincare concerns.
4. Recommendations
1. Repositioning the Brand:
- Embrace inclusivity: Shift the brand message from skin lightening to celebrating diverse beauty standards.
- Rebrand the name: Consider a new name that reflects the brand's commitment to inclusivity, such as 'Glow & Lovely' or 'Embrace Beauty.'
- Develop a new brand identity: Create a new visual identity that embodies inclusivity and diversity.
2. Marketing Strategy:
- Digital marketing: Leverage social media platforms to engage with a younger, more diverse audience.
- Influencer marketing: Partner with diverse influencers who represent different skin tones and beauty standards.
- Content marketing: Create engaging content that celebrates diversity, promotes body positivity, and educates consumers about skincare.
- Targeted advertising: Utilize data-driven marketing to reach specific target segments.
3. Product Development:
- Expand product lines: Offer a wider range of products that address specific skincare concerns, including sun protection, hydration, and anti-aging.
- Develop products for diverse skin tones: Create products that cater to a wider range of skin tones, including darker skin tones.
- Focus on natural ingredients: Emphasize the use of natural and sustainable ingredients.
4. Corporate Social Responsibility:
- Launch campaigns promoting inclusivity: Partner with organizations that promote diversity and body positivity.
- Invest in education and awareness: Educate consumers about the harmful effects of colorism and promote positive body image.
- Support women entrepreneurs: Empower women in the beauty industry by providing them with opportunities and resources.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with HUL's core competencies in brand management, marketing, and product development. They also reflect the company's commitment to social responsibility and inclusivity.
- External customers and internal clients: The recommendations address the needs of both external customers, who are demanding more inclusive beauty standards, and internal clients, who are looking for ways to revitalize the brand.
- Competitors: The recommendations aim to differentiate Glow & Lovely from its competitors by focusing on inclusivity, innovation, and social responsibility.
- Attractiveness: The recommendations are expected to increase brand awareness, drive sales, and enhance brand equity.
Assumptions:
- Consumers are willing to embrace a brand that promotes inclusivity and diversity.
- The brand can successfully reposition itself in the market.
- The brand can develop innovative products that meet the needs of diverse consumers.
6. Conclusion
By embracing a comprehensive brand transformation strategy, Glow & Lovely has the potential to regain market share, attract a new generation of consumers, and establish itself as a leader in the evolving beauty landscape. The brand's success will depend on its ability to authentically connect with consumers, demonstrate its commitment to inclusivity, and deliver innovative products that meet the needs of a diverse market.
7. Discussion
Alternatives:
- Maintaining the status quo: This would likely lead to continued decline in sales and brand reputation.
- Focusing solely on product innovation: This would not address the brand's negative image and could be perceived as disingenuous.
Risks:
- Consumer resistance to the brand's transformation: Some consumers may be resistant to the brand's new message and products.
- Competition from other brands: The brand may face fierce competition from other brands that are already promoting inclusivity and diversity.
- Cost of transformation: The brand transformation will require significant investment.
Key Assumptions:
- The brand can successfully reposition itself in the market.
- Consumers are willing to embrace a brand that promotes inclusivity and diversity.
- The brand can develop innovative products that meet the needs of diverse consumers.
8. Next Steps
Timeline:
- Year 1: Rebrand the name, launch a new marketing campaign, and introduce new product lines.
- Year 2: Expand product portfolio, launch social responsibility initiatives, and monitor consumer feedback.
- Year 3: Continuously innovate and adapt to evolving consumer preferences.
Key Milestones:
- Develop a comprehensive brand strategy.
- Launch a new marketing campaign.
- Introduce new product lines.
- Partner with influencers and social activists.
- Monitor consumer feedback and make adjustments as needed.
By taking these steps, Glow & Lovely can successfully navigate the evolving beauty landscape and become a leader in promoting inclusivity and diversity.
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Case Description
Women of Worth (WOW) is an organization that seeks to empower women through training and workshops. The organization has also fought against discrimination based on the color of a person's skin through its "Dark is Beautiful" campaign-endorsed by well-known actor-director Nandita Das. However, despite the recent guidelines on advertising of skin-lightening products, many Indians still aspire to have fair skin. The sale of fairness creams continues to contribute to over 50% of the facial care market. Given this, what should WOW do to fight skin-color based discrimination?
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