Glow & Lovely paves the way for revolutionising beauty standards

Celebrate ‘Mitti ke 100 rung’ with Glow & Lovely's power packed anthem featuring empowered women

Mirror, mirror on the wall, who’s the fairest of them all? We have all grown up loving this fairy-tale throughout our childhood. And while such fantasy-filled stories have lots to teach the children, one of the extremely crucial phenomenon this particular story addresses is beauty.

Here, the word ‘fairest’ in no way means ‘just’ or ‘trustworthy’, it is rather a bizarre, irrational comparison of one’s loveliness, and a particular standard set for defining beauty, based on aging, and of course skin colour. It rather alters the way we see ourselves, as well as our perceptions about the world around us. However, as people have finally started challenging the absurd longstanding socio-cultural norms, a brand also decided to evolve, and do its part in sparkling a much-needed revolution regarding beauty standards.

Earlier this year, Unilever Pakistan rebranded its flagship brand ‘Fair & Lovely’ to ‘Glow & Lovely’ and quickly became the centre of attention. Accelerating its decade long evolution towards representing the diverse all-inclusive beauty, the brand also announced dropping words like ‘fairness’, ‘whitening’ and ‘lightening’ from their communication. No doubt, this historic step was just the beginning of an exquisite transition.

More so, the brand recently launched the first of its kind anthem packed with powerful lyrics and fierce personalities.

Performed by Aima Baig, the chorus of the anthem echoes: Mitti ke 100 Rung hein. Aik rung main aik rung tu. Khud se kia hai jo waada, ussey pura kar. Tu hi tou hai Roshni. Andhairon mein ujaala kar.”

Featuring alluring personalities such as Hajra Khan, Pakistan women’s football team captain, as well as the very first devotional Pakistani tabla player, Sumaira Waris, the power packed anthem is a fresh take on celebrating a diverse portrayal of beauty and definitely has potential to stir the right emotions needed to spark a revolution!

Steering away from their previous generic communications, the anthem’s strong lyrics and impactful imagery go beyond showcasing the Pakistani skin colour spectrum. The anthem aims to empower women and urge them to step into the world fearlessly, enticing them to confidently claim their unique identity while striving to achieve all their dreams and goals, even if it means fighting against odds.

Undoubtedly, the brand has set a precedent for other brands in the Pakistani beauty industry to follow. Their attempt to change the narrative is commendable as it urges women to awaken their ‘inner glow.’ The glow of being confident, the glow of pursuing one’s talents and dreams, while also giving importance to self-care by indicating that their product will help women achieve a smooth, even and clear skin.

We can only hope that the consumers as well as the rest of the industry work towards representing more diverse identities that reside with the change Glow & Lovely propagates.