A stepping stone towards one of the major revolutions in beauty, the skincare giant Fair & Lovely renewed its identity as ‘Glow & Lovely’ to spread a more inclusive vision of beauty and challenge the absurd status quo.
Keeping their purpose in mind, the Glow & Lovely anthem features women from different walks of life, embracing unconventional professions, and celebrating their individuality simultaneously. The powerful chorus “Mitti K 100 rung hain, ek rung main aik rung tu”, further builds on the importance of diversity and empowers women to achieve their dreams even if it involves fighting against the odds. The attempt to change the narrative is disruptive, but it is the right step towards the brand's progression.