Portrayal of Human Visuals in Television Advertising and its Influence on Brand Reputation: Case of Unilever’s Fair & Lovely Commercials in Kenya

Abstract

In corporate communication, brand image and reputation are strategic assets that shape consumer trust, loyalty and long-term competitiveness. TV advertising plays a central role in constructing these assets, particularly through the portrayal of human visuals. However, when such portrayals reproduce colourism, the privilege of lighter skin over darker skin within the same ethnic group, they risk undermining brand reputation. This study investigated the portrayal of human visuals in Unilever’s Fair & Lovely TV commercials in Kenya and its influence on brand reputation. Anchored in Corporate Identity Theory and Brand Image Congruity Theory, the study examined how visual representations of skin tone were used as deliberate elements of brand communication. A qualitative content analysis of twenty commercials that aired in Kenya was conducted, supplemented by one focus group discussion and one interview with advertising stakeholders. Findings revealed that lighter-skinned models were consistently framed as aspirational, successful while darker-skinned models were marginalized or relegated to subordinate roles. These portrayals reinforced colourist narratives that shaped consumer perceptions of Fair & Lovely’s (now rebranded as Glow and Lovely) brand image. The study found that such advertising practices extended beyond the product brand, affecting Unilever’s corporate brand image by raising questions about its authenticity, social responsibility and commitment to diversity. While some audiences continued to associate the brand with transformation and empowerment, others criticized Unilever for perpetuating discriminatory ideals, thereby eroding trust in the corporation itself. The study concluded that the corporate management of brand reputation cannot ignore the ethical and cultural implications of visual representation. It recommended that Unilever and other advertisers adopt inclusive and culturally sensitive strategies that align brand image with contemporary values of diversity, equity, and social responsibility, thereby safeguarding corporate credibility and strengthening consumer trust in the Kenyan beauty market.