“We are embarking on a nine-month journey in which we will educate consumers on how Fair & Lovely works to reveal a beautiful, radiant, even-toned complexion after just four weeks of regular use,” said Margaret Mwaura, brand building director, Unilever East and Southern Africa during the launch.
The “Your Face is Proof” campaign is divided into three phases - Provoke, Engage and Amplify. In the Provoke phase, women who don't use face cream will be challenged to take the Mirror Test. In the Engage phase, women will be encouraged to use Fair & Lovely while the Amplify phase will communicate the results of the campaign in terms of the number of women who signed up to Take the Mirror Test.
Fair & Lovely cream was developed in 1978 by the Unilever Research Centre and launched in Kenya in 1993.
