Cultural Norms, Fair & Lovely, and Advertising

1. The Prestige Institute Of Management And
Research, Indore
Topic: Cultural Norms, Fair & Lovely, and Advertising
Presented To:
Prof. Dr. Murlidhar Panga
Presented By:
Muskan Pahwa - MBA(IB)

2. Abstract
◦ Fair & Lovely is a branded product of
cosmetic that lightens skin colour.
◦ A major controversy of the marketing
program toward India.
◦ Culturally, fair skin is associated positively
to class and beauty.
◦ Arguments of an ineffective product.
◦ Ethics have been questioned.

3. ◦ This case study analysis focuses on
misplacement of cultural imperatives by
mounting unethical advertisement campaign.
◦ Hindustan Lever Ltd exploited the cultural
preference of light skin complexion to dark
skin color in India and lunched an unethical
promotional campaign that portrayed light
skin superiority and gender inequality.

4. ◦ Fair skin colour = Beautiful
( fairer girl gets the boy/job/success )
◦ Skin colour is a powerful theme in India as well as
much of Asia where a lighter colour represents a
higher status.

6. ◦ The women’s association then appealed to the National
Human Rights Commission alleging that the ad demeaned
women. AIDWA objected to three things:
1) the ads were racist
2) they were promoting son preference
3) they were insulting to working women
◦ “The way they portrayed the young woman who, after using
Fair & Lovely, became attractive and therefore lands a job
suggested that the main qualification for a woman to get a
job is the way she looks.”

8. Questions
Q1) Is it ethical to sell products that are mildly
effective?
◦ Exploitation of cultural norms by embarking on a
promotional strategy that mislead the public that Fair
& Lovely will make them accepted within a culture
that is divided by social class is unethical and
socially irresponsible.

9. Q2) Is it ethical to exploit cultural norms
and values to promote a product?
◦ Yes, When promoting good cultural norms and
values. Example : family and freedom.
◦ Colourism, Insulting working women is highly
unethical of fair & lovely.

10. Q3) Is the advertising of Fair & Lovely
demeaning to women, or is it promoting the
fairness cream in a way not too dissimilar
from how most cosmetics are promoted?
◦ It showed how “the miracle worker” makes the
women whiter and more confident. From this aspect,
the advertisement is similar to the other cosmetics’
in general.
◦ Other elements and stories used to convince the
customers that if they use its products, they will be
successful in their career and probably have a higher
social status are unethical and negative

12. Thank You