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CASE 2 – 2 Culture Norms, Fair & Lovely , and Advertising Presented by:

CASE 2 – 2 Culture Norms, Fair & Lovely , and Advertising Presented by: Henry Zhaoguo Yu, Kelli Klein, Xiaoying Yang, Pune Duangtip Kraisirdej , Yutong Wang. In the 1890s, William Hesketh Lever, founder of Lever Bros.

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CASE 2 – 2 Culture Norms, Fair & Lovely , and Advertising Presented by:

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  1. CASE 2 – 2 Culture Norms, Fair & Lovely, and Advertising Presented by: Henry Zhaoguo Yu, Kelli Klein, Xiaoying Yang, PuneDuangtipKraisirdej, Yutong Wang

  2. In the 1890s, William Hesketh Lever, founder of Lever Bros. • Each day consumers make 160 million purchases of Unilever products. • One of the world's largest consumer products companies.

  3. TV Commercials of Whitening ProductsMainland China: Garnier

  4. TV Commercials of Whitening Products Olay

  5. TV Commercials of Whitening ProductsPonds

  6. The case in India

  7. TV Commercials of Whitening Products India: Fair & Lovely

  8. TV Commercials of Whitening ProductsIndia: Fair & Lovely

  9. TV Commercials of Whitening Products India: Fairever

  10. TV Commercials of Whitening Products India: Fair & Handsome

  11. Why are Indians obsessed with fairness?

  12. Historical & social Background of India

  13. Introduction: • Fair & Lovely is a branded product of cosmetic that lightens skin color • A major controversy of the marketing program toward India • Culturally, fair skin is associated positively to class and beauty • Arguments of an ineffective product • Ethics have been questioned

  14. Ethical? • Definition of Business Ethical • Ethic Problems in Fair & lovely

  15. Exploiting Cultural Norms? • It is ethical to exploit cultural norms. • Examples.

  16. Demeaning to women? • The advertising of Fair & Lovely demeaning to women. • Compare Fair & Lovely and FANCL. • Commercial with cheating.

  17. 7) Nowadays, there are not only the fair creams for women in India but for men as well.

  18. 8)ShaktiAmma is the project started in 2001 introduce by HLL to increase the company’s rural distribution reach as well as providing rural women with income-generating opportunities by providing a sustainable micro enterprise opportunity and to improve rural living standard.

  19. Summary • Fair & Lovely has faced accusations of racism, fraud, and unethical promotions. The commercials for relating products’ guarantees have kept the company consistent in all promotions internationally. Hindustan Lever Ltd. has not adjusted the way they promote things to different cultures, therefore, results in “false promises,” which are just misinterpretations in the end.

  20. Questions? • Thank you!

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