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    Case Facts

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    AYUSHNEWTON
    The document discusses the history of skin lightening products in India and the evolution of related advertising. It traces prejudice against dark skin back to ancient India and the influence of colonialism. Hindustan Unilever launched Fair & Lovely in 1975, sparking the fairness cream industry. A "Dark is Beautiful" campaign launched to counter skin color bias and promote self-esteem. It generated national discussion around discrimination and empowered women.

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    Case Facts

    Uploaded by

    AYUSHNEWTON
    22 views4 pages
    The document discusses the history of skin lightening products in India and the evolution of related advertising. It traces prejudice against dark skin back to ancient India and the influence of colonialism. Hindustan Unilever launched Fair & Lovely in 1975, sparking the fairness cream industry. A "Dark is Beautiful" campaign launched to counter skin color bias and promote self-esteem. It generated national discussion around discrimination and empowered women.

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    Abhi Lash

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    The document discusses the history of skin lightening products in India and the evolution of related advertising. It traces prejudice against dark skin back to ancient India and the influence of colonialism. Hindustan Unilever launched Fair & Lovely in 1975, sparking the fairness cream industry. A "Dark is Beautiful" campaign launched to counter skin color bias and promote self-esteem. It generated national discussion around discrimination and empowered women.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    22 views4 pages

    Case Facts

    Uploaded by

    AYUSHNEWTON
    The document discusses the history of skin lightening products in India and the evolution of related advertising. It traces prejudice against dark skin back to ancient India and the influence of colonialism. Hindustan Unilever launched Fair & Lovely in 1975, sparking the fairness cream industry. A "Dark is Beautiful" campaign launched to counter skin color bias and promote self-esteem. It generated national discussion around discrimination and empowered women.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 4

    Case Facts

    Roots of Indian colour consciousness


    D
    • The term “Fairness” has been around for centuries in India, remedies & recipe involving use of
    D D

    saffron, turmeric & milk for attaining fairness.


    • The roots of the prejudice against dark skin is traced back to the Aryan-Dravidian Era where the
    D

    latter were considered to be inferior to the conquering Aryans.


    D

    • Many believed that this form of racism was intertwined with the history of Casteism & there
    was also a notion that the dark skinned belong to labour class and white skin symbolize power.
    • The discrimination was further exacerbated during India's colonization by British.
    • Lastly, this form of prejudice was further impacted by globalization, commercialization &
    Americanization.

    Indian Skin Lightning Products


    • The credit of fairness cream category creator in Indian market goes to Hindustan Unilever, which launched Fair
    & Lovely in the Indian Market in 1975.
    • Liberalization aided other international skin-care brands to launch their skin-lightning products into the Indian
    market.
    • In 2015, Skin whiteners & lighteners contributed 23% to the total size of the Indian facial care market.
    • Fair & Lovely controlled 44.7% of the total skin care market.
    • Fairness products in the men’s skin care space was an underserved market in India, Until Emami leveraged this
    gap by launching “Fair & Handsome” in 2005.
    Evolution of fairness advertisements over the years
    • Typically Ads in the 1980s would depict a dark skin women unable to find
    a groom but after applying a fairness product, she would become
    desirable and would easily find a life partner.
    • While some advertisements focussed on functional benefits claiming to
    reduce dark spots or rejuvenating dull skin, while others showed fairness
    as aspirational.
    • Fair & lovely changed their advertising strategy by linking fairness with
    success after facing intense competition with other brands.
    • Another brand oof HUL, Dove positioned itself by focussing on real
    beauty, as dove was a global brand.
    Dark is beautiful campaign
    • The campaign was launched by founders of a group called WOW. The
    objective was to raise a voice against the prejudice of skin colour bias as
    it affects people psychologically.
    • The campaign came under national focus by a social media campaign
    through a picture and quote provided by the actress Nandita Das.
    • Over the years , the campaign succeeded in making skin-color based
    discrimination a subject of national conversation & building a platform for
    young women to build their self esteem & not associating their worth
    from colour of their skin.
    Summary
    • The case titled “Fair & Lovely vs Dark is Beautiful” is about the
    so called whitening and fairness cream Fair & Lovely launched
    by HUL.
    • The objective of the organisation was to gain mind share
    quickly by using tricks & Trade to advertise their product.
    • A national level campaign called Dark is beautiful charged the
    company for racism, sexism & other ethically challenging
    issues.
    • So, in the modern world of business, instance competition is
    driving the organisations to use by any means necessary for
    achieving their ends.
    • Also, in the case of Fair & Lovely, how should campaigns like
    dark is beautiful address this ethically challenging issue.
    Whether by calling out celebrities to raise their voice or by filing
    petition such as the one involving Emami.

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