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August 7, 2025Social science review archives.

A Critical Discourse Analysis of Fair & Lovely's Rebranding: Beauty Ideas and Ideological Shifts Through Fairclough's Model

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Authors

ASAleaha SamrinAKAftab Alam KhanAFAisha Farid

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Overview

Qualitative analysis demonstrates ideological shifts in beauty marketing, highlighting ongoing issues of colourism and gender stereotypes.

Key Points

  • Rebranding highlights ongoing issues in beauty ideals and colorism, showcasing a complex journey to social change.
  • Results reveal the brand's language shift to inclusivity, yet fairness remains a key aspirational ideal.
  • Analysis utilizes Norman Fairclough's Critical Discourse Analysis model to examine advertising evolution.
  • Highlighting implications for authenticity in marketing, tension persists between representation and underlying ideologies.

Cite This Study

Samrin et al. (2025) studied this question.

synapsesocial.com/papers/68af6d8a7567bf4f94feacc6https://doi.org/10.70670/sra.v3i3.948
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