Marketing of Fairness Creams and the Question of Ethics

            


Details

Case Code : CLMM068
Publication date : 2009
Subject : Marketing Management
Industry : -
Length : 02 Pages
Price : Rs. 100

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Key words:

Marketing, fairness creams, ethics, Fast Moving Consumer Goods (FMCG), Fair & Lovely, Hindustan Unilever Ltd., Emami, Fair & Handsome, Indian cosmetics industry, disease mongering, Shahrukh Khan

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Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

The desire of Indians, as also South Asians, for a fair complexion had prompted FMCG companies to venture into the business of manufacturing and marketing skin-lightening products. The growing awareness among men to look good had also prompted these companies to manufacture separate fairness products to cater to the needs of both genders. However, the marketing of fairness products had always been a controversial issue.

Introduction

On September 5, 2007 it was reported that a new fairness cream for men by a leading pharmaceutical company, endorsed by a renowned beauty specialist, would be hitting the local stores shortly. The launch would take the number of men’s fairness cream brands in the Indian consumer market to half a dozen.

Most Indians, as also South Asians, have for long desired a fair complexion and their quest to shed the darker tone had prompted many Fast Moving Consumer Goods (FMCG) behemoths to venture into the business of manufacturing and marketing skin-lightening products, such as fairness creams, lotions, cold creams, and soaps.


In particular, fairness creams have been very popular and many FMCG companies have come out with their own brands. For instance, as of 2007, Hindustan Unilever Ltd. (HUL) had a range of products under the brand name 'Fair & Lovely'...

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