Cultural Norms, Fair & Lovely,
Know Fair & Lovely even better!
Developed in 1975, Fair & Lovely is the world’s first fairness
It contains no bleach or harmful ingredients. Instead, it
provides visible fairness in a safe and reversible process.
In 2003, it was rated as the Twelfth Most Trusted Brand in
India by ACNielsen ORG-MARG.
In 2004, it was identified as a Super Brand.
Fair & Lovely Products
Fair and Lovely Advantages and
No harmful chemicals
Results last only a few weeks
No animal-based ingredients
Product has been sold for
after use is discontinued
Does not address
Did you know?
Fair & Lovely is a totally safe Unilever product
Fair & Lovely does not contain bleach
The fairness from Fair & Lovely is reversible
Is it ethical to sell a product that is, at best, only mildly effective?
Ethical principles provide the framework to help the marketer or firm distinguish between right and wrong, determine what
ought to be done and properly justify its actions.
So, study Hindustan Lever Ltd in a quest to maintain market
leadership launched series of adverts that portray women with fairer skin as more attractive, happier ,intelligent and higher social status. In fact skin color has been a powerful theme in India and entire Asia with light skin representing positive values for class and beauty.
Is it ethical to exploit cultural norms and values to
promote a product?
The determination whether exploitation of cultural
norms and values to promote a product is ethical or not is
guided by the three ethical principles which provide a
framework to help a business or market distinguish
between right and wrong, determine what ought to be
done and properly justify such actions.
Three ethical principles
1. Utilitarian ethics
2. Rights of the parties
3. Justice or fairness
Is the advertisement of Fair & Lovely demeaning to
women or is it portraying a product not too dissimilar to
cosmetics in general?
Will HLL’s Fair & Lovely Foundation counter charges
made by AIDWA?
In light of AIDWA’s charges, how would you suggest Fair
& Lovely promote their product? Would your response
be different if Fairever continues to use “fairness” as a theme of their promotion?
Questions needed to be answered by HLL
1. Does the Fair & Lovely advertisement portray racism?
2. Does the advertisement promotes on preference?
3. Does the advertisement insult the working women?
Propose a promotion/marketing program that will
counter all the arguments and charges against Fair &
Lovely and be an effective program?
Fair & Lovely is one of the country’s most trusted brands. It has been given the
‘Superbrand’ tag in the recent past.
Deepest understanding of the Indian market amongst competition, which it has
capitalized on to the fullest.
The company and the brand have a very competent workforce and going forward will
continue to be a valuable asset vis-a-vis the competitors.
With ‘Project Shakti’, the company and the brand have developed a strong rural footprint
which will only grow stronger with time.
The company has built a strong backbone of its supply chain by establishing a wide
Being the market dominator in the space since the launch of the brand.
Large R&D centre which enables the company to introduce new product variations.
The Company does not have laboratory proof or certifications that the
product continues to add constant or increased utility for use with time
This weakens the motive to...
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