Glow & Lovely: Promoting inclusivity and breaking stereotypes

Glow & Lovely, the skincare brand, changed its name and managed to retain its market leader position after backlash due to simultaneous challenges in Pakistan.

Campaign details

Brand: Glow & LovelyBrand owner: UnileverEntrant company: Mindshare Pakistan KarachiIdea creation: Mindshare Pakistan, KarachiMarket: PakistanSector: Skin care, sun protectionMedia channels: Mobile & apps, Online video, Print - general, unspecified, Radio & audio, TelevisionBudget: 500k - 1 million

Executive summary

Glow & Lovely being the market leader in the category faced severe turmoil and backlash due to simultaneous challenges one of them was the global BLM movement. As the BLM movement prompted reckoning about race and skin color around the world, the most popular...

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