Winter Fairness Cream
Fair and Lovely
Challenge:
Fair & Lovely got the cold shoulder every winter because of skin dryness problems; consumers often mixed cold cream with Fair and lovely which compromised her fairness.
Solution:
Our consumer was compromising on her fairness every winter and she believed it was the cold cream which made her face look oily and therefore dark . We up-fronted this belief that “ cold cream is the enemy” to communicate the Fair and lovely winter variant.
Results:
This winter variant exceeded its 12 month estimated target within 3 months of launch Consideration scores in winter matched the consideration scores in summer The brand succeeded in maintaining its Top of Mind awareness even in winter
