Fair & Lovely: Democratizing education for women in Indonesia

Beauty brand Fair & Lovely used TV, mobile and radio to raise awareness of its brand commitment to female education and drive sales in Indonesia.

Campaign details

Brand: Unilever / Fair and LovelyLead agency: Mindshare IndonesiaCountry: Indonesia

Strategy

Objective

Fair & Lovely (FAL) was trying to drive awareness and penetration among females in low income brackets. Many of whom have financial challenges and live in rural areas of Indonesia. The brand saw that building a connection with the audience was not merely going to happen through sharing the functional benefit of the product, but also through an emotional connection. FAL has a brand purpose to urge women to challenge their status quo. To challenge the idea that a woman should...

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