HUL’s flagship brand Glow & Lovely (GAL) launches a fresh marketing blitz to signal the brand’s shift to a new philosophy “inclusive ideals of beauty”. The company plans to launch a BB cream range which will hit the markets in November 2020 along with a brand new Ayurvedic care line under GAL that will land by March 2021, which is a part of the move to diversify the product line.
This year, in June, the impact of the Black Lives Matter (BLM) movement spread outside US borders, which made one of HUL’s largest and most iconic brands in India, Fair & Lovely, under heavy fire. And at that time amid the firestorm, the company renamed the brand.
HUL is now putting its marketing strategies for the new brand through their ad campaign ‘Mere Glow Ko Na Roko’ with TV, print, and digital media stages off with a music video. In the video, Dee MC. a.k.a Deepa Unnikrishnan, the hip-hop artist raps about her journey which was undeterred by naysayers and convention, in a male-dominated field. The campaign is focusing on the idea of women having the freedom to choose their own identity or ‘pehchan’.
The company has roped in actress Poulomi Das for the new BB cream range as the brand’s new face. Nair told that the new brand identity also gives them the license “to increase their rate of innovation.”
As per the reports, Priya Nair, vice president – beauty and personal care, Unilever South Asia, stated that world-changing events like BLM give brands a force to change faster; and not change in a reactive fashion. She also told that they have been working on evolving the brand to reflect the changing aspirations and expectations of Indian women, over the past few years. The company can’t create all those work overnight. It would be great if they could, but for a brand of that much size and scale they have to do a lot of homework, she added.
Over the last decade, fairness as a percentage of the face care market has been reducing and the question for the company was what will take their brand forward, however, the company believes that it is critical to creating a more positive and inclusive vision of beauty and that’s the reason they took that really strong progressive step. For the company, it is way more than just the name change and they are expecting the step will make more growth for the brand in the next few decades.