Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

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