ABOUT THE CLIENT
Client is a big manufacturer of skincare products.
APPROACH
Quantitative research
PROBLEM STATEMENT
The brand transitioned to a new identity to align with evolving consumer values and global conversations around inclusive beauty.
The objective of this research was to evaluate the perception, acceptance, and impact of the name change on consumers and category dynamics.
OUR SOLUTIONS
Qualitative Study across Tier 1 and Tier 2 cities Mix of Focus Group Discussions (FGDs) and In-Depth Interviews
Women aged 18–40 years, regular users and non-users of fairness creams, across SEC B and C.
KEY TAKEAWAYS
While the name change is noted, legacy perceptions around fairness still linger, especially in smaller towns.
Urban consumers welcomed the move as progressive; rural consumers saw it as cosmetic, with little functional change.
Rural users associate "glow" with general skincare rather than transformation or aspiration.
OUTCOME
Assessed emotional and rational response to the brand name change, helping refine communication for different consumer cohorts.
orytelling to shift focus from fairness to glow, confidence, and care.
Informed future innovation and marketing strategy to move the brand toward holistic skincare and away from legacy associations.