It’s the dawn of a new era as Pakistan’s leading skin care brand Glow and Lovely (previously known to many as Fair and Lovely), accelerates their decade long evolution towards representing the diverse all-inclusive beauty.
After news of the brand’s name changes surfaced, we were soon to learn that the Glow and Lovely aka GAL was also planning on dropping words like ‘fairness’, ‘whitening’ and ‘lightening’ across all communication. This did not just spark a debate but also became one of the most historic moments of the Pakistani beauty industry.
However, this wasn’t all. Recently the brand introduced one of the most powerful pieces titled ‘The Glow & Lovely Anthem’ to come out of the skin care industry.
Stripping away from the cliched beauty avatar, GAL now preaches a multidimensional all-inclusive outlook on beauty. The moving lyrics performed by Aima Baig echo the message of diversity and all-inclusivity, “mitti ke 100 Rung hein. Aik rung main aik rung tu.”
The strong empowered personalities featured in the anthem – including the likes of Hajra Khan (Pakistani female football team captain), Sumaira Waris (Pakistan’s first female tabla player) or even the Naina (female boxer) flaunt the unconventional everyday female heroes who are reverred in their respective professions.
The overall narrative gives more power to women, while also encouraging them to build self-esteem while taking ownership of their identity. It talks about awakening the ‘inner glow,’ that arises from the confidence of pursuing dreams, while also indicating what the product has always offered – smooth even and clear skin that is healthy and well cared for.
Standing true to its promise of celebrating women, GALs brand team found it necessary to evolve brand conversations to reflect the aspirations and changing needs of its consumers.
The anthem proves to be yet another right step towards the transition and one that is sure to spark the right change in Pakistan’s beauty industry.