From Crisis to Recovery: How a PR Agency Saved Hindustan Unilever's Fair & Lovely Brand

Source: The News Minute

In recent years, India has seen a number of high-profile PR crises that have shaken the reputation of well-known brands. One such crisis involved Hindustan Unilever Limited's (HUL) Fair & Lovely skin lightening cream, which faced a backlash over its advertising and product messaging. In this blog post, we will discuss the crisis and how the public relations agency was able to save the brand and repair their reputation.

Background

Fair & Lovely is a skin lightening cream that has been sold in India for decades. However, in 2020, the brand faced a significant backlash over its advertising, which was accused of promoting colorism and perpetuating harmful stereotypes. Critics argued that the brand's messaging was damaging to women's self-esteem and perpetuated unrealistic beauty standards.

The Crisis

The crisis began when a social media campaign called for the brand to be banned, using the hashtag #UnfairAndLovely. The campaign gained momentum, with many women sharing stories of how they had been made to feel inadequate because of their skin color. The controversy quickly spread to mainstream media, with several news outlets reporting on the issue.

The Response

In response to the crisis, HUL immediately suspended all Fair & Lovely advertising and announced plans to rebrand the product with a new name and new messaging. The company also promised to remove the words "fair", "white", and "light" from its products, and pledged to donate ₹10 crore (approximately $1.4 million) to support causes related to education, employment, and empowerment for women.

HUL also engaged a leading public relations agency, which developed a comprehensive crisis management plan. The agency worked with HUL to communicate its response to the crisis, engaging with stakeholders and the media to explain the company's position and actions.

The Results

Despite the controversy, HUL was able to salvage the Fair & Lovely brand and repair its reputation. The company's swift and decisive action, combined with its commitment to rebranding and supporting women's empowerment, was widely praised by consumers and stakeholders. The public relations agency's crisis management plan was also credited with helping HUL navigate the crisis and rebuild its reputation.

Conclusion

The Fair & Lovely crisis highlights the importance of having a strong crisis management plan in place, as well as the need for companies to be responsive to consumer concerns and take action to address them. By engaging a public relations agency to develop and execute a crisis management plan, HUL was able to save its brand and repair its reputation, demonstrating the power of effective PR in protecting and promoting a brand's image.