Fair and Lovely - Branding Laws

Fair and Lovely wala Article

• Large private firms can make significant profits by selling to the poor and can help eradicate poverty
• DWDG- Doing well doing good – Firms hae CSR to do social good on large scale and can do so without any sort of financial sacrifice.

IS IT VALID?

Hence this case.

• Unilever ki CSR is stated as it is Corporate purpose.
• This shows k unilever is doing well and doing good

FAIR AND LOVELY IN THE MARKET

Doing Well

• Carried 50-70% share initially in the market for whitening creams and was groung at a 10% rate per annum
• It has many variations – Gels and soaps
• 12th most trusted brand by AC Neilson
• Webiste states it is a MIRACLE Worker

Doing Good

• HLL says it is doing good by fulfiling a social need
• 90% of women in india call the fair skin as education and according to Prahlad women feel empowered.
• Giving an affordable choice to the poor is giving them a right to improve their lives and giving them the diginity of choice.

NOT doing good

• Safety concerns of chemcials- F&L is safe on that matter
• Efficacy (Does it work) – It was not a pharmaceutical product, hence unilevel was not required to prove efficacy.
• Fariness creams are of no good without bleaching agents and F&L doesn’t hae any of those.
• Sales of F&L are superb but anyone who thinks will become fairer is mistaken (EGYPTION PHARMACIST) It might however remove dark patches.
• If manufacturers have invnented a way to fair skin then consumers should know about it. The current ingredients mentioned can not make a person fair.

Controversial Ads:

• Father sad his daughter is dark and cant earn and cant get married
• Fairer girl had a bf and was happy, other wasn’t
• Malaysian ad- Train attendant notices her once shes fairer
• The boy on the next desk in class notices the girl once she uses F&L
• Egyptian – Fairer girl becomes a TV anchor

Central idea- Depressed women that gain a brighter future bf or job with fair skin.

On the package  as she becomes fairer, she becomes happier

Criticism- Racist, demeaning, ruining the self esteem of women

How Unilever replied: It is personal grooming and a well goomed person always has an advantage in life.

Creator of the airhostess ad said we were trying to empathize with women wo are discriminated in families who desire a boy child. It was meant to be a slap for them.