Assignment Module 4 - Fair Lovely
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INTERNET MARKETING & GLOBAL BUSINESS
Baruch College, Zicklin School of Business
Department of Marketing & International Business
Name: Laura Sanchez Mejia Case Study Assignment - Cultural Norms, Fair & Lovely, and Advertising
Fair & Lovely Advertisement
Fair & Lovely - Ayurveda.mpg
Fair and Lovely Body Lotion TVC
Fair & Lovely Ayurveda
Read the case study and review links above. Then provide answers to the questions below:
1.
Is it ethical to sell a product that is, at best, only mildly effective? Marketing a product that offers only modest effectiveness raises ethical concerns, particularly when it comes to products like Fair & Lovely, which claim to have a substantial influence on altering skin tone. Although the article refrains from explicitly judging the ethics of this practice, it does illuminate a divide in user experiences, with some reporting favorable results
and others expressing dissatisfaction. The ethical dilemma arises from the 1
INTERNET MARKETING & GLOBAL BUSINESS
Baruch College, Zicklin School of Business
Department of Marketing & International Business
product's advertising claims, which imply a dramatic transformation in skin tone, which could lead consumers astray.
2.
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?
Detractors argue that these advertisements perpetuate damaging stereotypes by insinuating that a woman's value and success hinge on her physical appearance, particularly the fairness of her skin. They accuse the ads of contributing to gender discrimination, emphasizing the idea that fair skin is essential for marriage prospects and professional achievements, all while portraying women as powerless and demoralized.
In contrast, proponents of Fair & Lovely's advertising assert that it is not fundamentally distinct from the marketing tactics commonly employed in the
cosmetics industry. Many beauty and cosmetic products employ similar strategies, emphasizing the transformative potential and enhancements in appearance to promote their products. They contend that Fair & Lovely is merely adhering to standard marketing practices in a highly competitive industry while catering to the existing demand for fairness creams in the Indian market.
The question of whether this advertising is demeaning or not largely depends
on one's perspective. However, it is crucial to take into account the broader societal implications of such advertising, including the potential reinforcement of detrimental beauty standards and gender bias. This debate underscores the necessity for responsible and ethical advertising practices that uphold diversity, promote inclusivity, and abstain from perpetuating harmful stereotypes.
3.
Given AIDWA’s charges, how would you suggest Fair & Lovely promote their product? Discuss. Would your response be different if Unilever continues using “fairness” as a promotion theme? To promote Fair & Lovely while addressing AIDWA's charges, the company could consider changing its advertising approach. Instead of focusing on the idea that fairness is essential for success or attractiveness, they could shift their messaging to emphasize the product's potential to enhance self-
confidence or overall skin health. They could also highlight the science behind the product, explaining how it works and its limitations. If Unilever continues to use "fairness" as a promotion theme, they should do so in a way
2
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