“Fair, glow - it is all the same - all about bright and white skin. The re-branding seemed (pardon the pun) more a cosmetic exercise, perhaps to mitigate some of the flak faced over the years. The name may have changed, but the positioning remains the same. The audience will buy the cream irrespective. Unfortunately, that's how ingrained the whole idea of fair skin is,” said Srishty Chawla, Founding Partner, One Source.

To make sure consumers don’t forget Fair & Lovely is now Glow & Lovely, the advertisement illustrates the transition to the new name twice -- to really hammer it in the consumer's minds.

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