Young Designers 2011

 
 
 
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Strategy for Communicating Fairness
Strategic Design Management | PGDPD
Deval Kartik
Hindustan Unilever Ltd., Mumbai
Keywords
Communication strategy
Fairness cream
Proof device
Skin tone
Project Fairy Godmother was an attempt to address the concerns of consumers and give them a ‘total fairness’ solution that would alleviate blemishes such as dark spots, dark circles and improve their facial skin tones.

During the course of the project, I interacted with consumers to understand their needs and brainstormed on concepts. Finally, I came up with a method they could use to measure the results they were looking out for. This proof-card was a Total-fairness Meter that could be used to compare the changes in skin blemishes over a period of time.

Simultaneously, I worked on a marketing plan that was a re-launch proposal for the brand. The idea behind it was to bring about a subconscious communication that not only talked about colour of the skin tone but also managed to convey to consumers the message that the cream’s effects on their skins would give them the confidence to wear clothes of any colour.

The communication strategy was re-launched in two ways: Firstly, it provided a credible proof device that was useful, easy to interpret and served the purpose of specifically addressing certain skin issues. Secondly, it built a marketing campaign around the comparison between skin tones and shades of colour, instead of using comparative skin tones that have been used in the marketing of fairness creams in the past.

This project at Hindustan Unilever Ltd. (HUL) was an apt conclusion to my education at NID. While, I had accepted everything I learnt at the institute and expressed freely, what HUL taught me was to give a direction to my designs and use it to perceive how consumers’ attention can be captured.
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