Fair&Lovely

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Fair & Lovely and Advertising Texas A&M University-Commerce Introduction Hindustan Lever Ltd (HLL) is India's largest Fast Moving Consumer Goods (FMCG) Company. This case is studying in depth the advertisements of one of HLL’s popular products: Fair & Lovely, a skin whitening cream, marketed in many countries in Asia and Africa, and, in particular, India. Fair & Lovely is indeed doing well; it is a profitable and fast growing brand. However, it has negative implications for public by their sexist, offensive advertisements as AIDWA (All India Women’s Democratic Association) complained. This paper objective is to discuss the ethics behind exploiting cultural norms and values to promote a product. Also, this paper answers wither 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. Propose a promotion/marketing program that will counter all the arguments and charges against Fair & Lovely and be an effective program. The paper comments on using “Shakti Ammas” to introduce “fairness cream for the masses” in light of AIDWA’s charges. Finally, this paper introduces recommendations to CLL. Ethical Aspects Ethics in business are nothing but what to do and what not to do by the business users in the business. In other words it could be referred as set of principles a business man ought to follow. ”There should be business ethics” means that the business should be conducted according to certain self recognized moral standards. Few unethical elements in the present day business are cheating, stealing, lying, bribing, corrupting etc. In this case, there is a wonder of the ethics behind selling a product that is, at best, only mildly effective. Selling a product that is at best mildly effective if all the core values are met when promoting a

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