Case Scenario: Cosmetics: Fair & Lovely
Complete the following
Read Case
Review NPR article from Nov. 12, 2009: "In India, Skin-Whitening Creams Reflect Old Biases"
Complete the following Questions
Q1) Is it ethical to sell a product that is, at best, only mildly effective? Why or why not?
a. Provide support for your position with examples
b. What type of information should be required on the package? Develop specific language - seek other examples as needed to help you clarify language and format
Q2) Is it ethical to exploit cultural norms and values to promote a product? Discuss and provide examples of how cultural norms have been exploited in this case.
Q3) 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?
a. provide 2 examples of other cosmetic advertising to support your position
Q4) How effective do you believe AIDWA was in facilitating change?
a. Discuss the specifics of the complaint and the agency(ies) AIDWA enlisted for support.
b. Are there other agencies (i.e., government, social groups) that may have also provided support to AIDWA's position?
Q5) In 2014, the Advertising Standards Council of India, a self-regulated advertiser group, issued a new set of guidelines that will ban all ads that depict those with darker skin as being inferior in any way. How do you think this will affect Fair & Lovely as a brand? How should HUL deal with the news?
Q6) Propose a promotion/marketing program that will counter all the arguments and charges against Fair & Lovely and be an effective program.
a. Be descriptive and provide examples of imagery and messaging you would use in the campaign.