Fair and Lovely Advertisement

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 Fair and Lovely Advertisement

Fair and Lovely is a worldwide beauty brand. Recently it has rebranded as Glow and Lovely and Fair and Lovely Men's fairness cream as Glow and Handsome. This brand has historically reinforced specific gender characteristics through their advertisement. This products commonly promote the idea that fairness leads to success and confidence, but they target men and women differently. 


When consider the Glow and Lovely, it reflects that femininity is linked to fair skin. The product promotes the whitening skin as superior in the society. This ad shows a women gaining confidence, success and attention in both personal and professional life after using this cream. Women are shown feeling more confident and happier after achieving lighten skin. The colors they use for advertisement is pink. Because the color of women is pink according to gender stereotype. A common ad storyline features a women struggling with self esteem or career opportunities. After using the cream her skin become lighter and she gains confidence, a job and social recognition. So the Glow and Lovely reinforces the idea that beauty is essential for success and social approval. 

Glow and Handsome, unlike women's version this focus is not on beauty but on looking fresh and confident. So, it defines the fairness as a sign of confidence. The ad creates a strong imagery. So, they use darker colors, bold font and action oriented visuals create a more masculine appeal. It focuses quick and effective skincare emphasizing on fast results aligns with the stereotype that men prefer efficiency over beauty routine. This advertisement features a man struggling with workplace recognition and after using the cream he looks fresh and leading to career success or admiration from peers. So, the product suggests that looking fresh and bright helps in career growth but it doesn't focus on beauty like women. 

Overall, Fair and Lovely's advertising reflects traditional gender roles. Although the brand has rebranded the core message is still aligned with these gender characteristics. 

  

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