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Cultural Norms, Fair & Cultural Norms, Fair & Lovely & AdvertisingLovely & Advertising
MMM – Sem V
Prepared byChirag B – Roll No 09Apurva S – Roll No 48
Sandeep K – Roll No 26 Sam T – Roll No 60
Fairness Cream MarketFairness Cream Market
1800 CR Women’s fairness cream market in India
70% market share of HUL
CavinKare Fairever has a market share of 10 %
Garnier is the 3rd largest market player at 7%
Others 13%
Others in the market…Others in the market…
Emami - Gold Turmeric, Boroplus, Naturally Fair
Revlon - Touch and Glow
Himalaya - Himalaya Fairness Cream
L'Oreal – Garnier Light
Marico – Kaya
Aditya Birla Group – Kara Skincare Wipes
Shahnaz Hussain – Shah bright skin formula
Fair & LovelyFair & Lovely
World’s #1 fairness cream
Launched in 1978 by HUL
Maintained 90% market share till 1998
Current share – 70%
Sold in over 30+ countries
Available in 5 variants in India
FaireverFairever
A CavinKare brand
Launched in 1998
Current market share about 15%
Brand Ambassador – Asin T
TG – Young & contemporary women
USP – Kashmir Saffron
Case HighlightsCase Highlights
New Advertisement campaign launched by HUL in 2001
Year long campaign lead by AIDWA(All India Democratic Women’s Association)
Case filed against Fair and Lovely by AIDWA to the Human Rights Commission
It was considered sexist It promoted ‘son-preference’ It was offensive towards working women because it suggested that the women
were employed only for their beauty, fairness and sexuality It looked down upon single women
Advertisement taken off air in 2003 due to populist demand
Legal IssuesLegal Issues
Ministry of Information and Broadcasting found the advertisements in violation of the Cable And Television Networks Acts of 1995
Provisions of the act state that, “No advertisement shall be permitted which discriminates any race, caste, color, creed and nationality”
It also stated that “Women must not be portrayed in a manner that emphasized passive, submissive qualities and encourages them to play a subordinate role in the family and society.”
The Big Fight on TVThe Big Fight on TV
Fair and Lovely The ad focused on the girl not getting married, not finding a boyfriend and not
finding a job
Fairever The ad focused on achievement
Fair and Lovely’s response to Fairever ads… Ads that focused on achievement too
Fair and Lovely’s response to AIWDAFair and Lovely’s response to AIWDA
“Fair and Lovely Foundation” launched to counter negative publicity
It encouraged economic empowerment of women across India by providing
resources in education and business.
Activities undertaken by HULActivities undertaken by HUL
Career fairs in 20 cities offering counseling in 110 career options.
It supported 100 rural scholarships for women students passing 10th
These scholarships were for
Professional course for aspiring beauticians
A three month course for a home healthcare nursing course
Courses aimed to empower women aged between 18-30
Big Question -Values and Big Question -Values and promise?promise?
Integrity, fairness, excellence, innovation, openness & trust are values portrayed by both brands.
Do they deliver on their promise ….?
The fairness creams do not deliver on their promise of visible fairness,
Do not provide complete information about the ingredients used in the creams, and their side effects
It Creates false impression in the mind of consumers based on their aspirations
Ugly Truth !!Ugly Truth !!
Does not deliver on promise of fairness
Many of these 'cosmetics', harmless in appearance, contain products deriving from such substances as corticoids, mercury or hydroquinone, which if absorbed in big quantities can prove fatal.
According to the eminent Jamaican dermatologist, Neil Persadsingh, author of 'Acne in Black Women' (1999), certain whitening products even contain steroids!
Most creams work towards eliminating melanin present in the skin, which not only gives the skin its colour but also protects it from ultra-violet rays which cause skin cancer
Despite sexy packaging and spicy slogans, bleaching products can lead to many health hazards, which are sometimes irreversible.
A few potential consequences listed by several dermatologists are as follows
Diabetes , Hypertension, Acne, hyper hairiness, skin cancer, Disturbance of the menstrual cycle, premature ageing of the skin & pimples
The creams are absorbed by the skin, and then it enters bloodstream, reaching the organs - thus creating hormonal disorders and other problems.
Ugly Truth !!Ugly Truth !!
Latest ad of Fair and LovelyLatest ad of Fair and Lovely
The ad plays on the same message , only this time the message is conveyed in a different manner.
Question 1Question 1
Is it ethical to sell a product that is, at best, only mildly effective? Discuss.
No. it is not unethical if the exact extent of the products effectiveness are communicated to the consumer.
In the case of most fairness creams the effects of the cream is shown to be much more that what it actually is.
According to HUL itself, the creams are able to bring about skin color change of 1-3 shades
The ads depict the central characters turn much fairer then their original dark complexions
Question 2Question 2
Is it ethical to exploit cultural norms and values to promote a product? Discuss.
No
It is only the perception or mindset of Indians that fair skin is a symbol of status, class, higher caste, ability and achievement
In reality ability and achievement do not have any relation to a person’s complexion.
There has traditionally been a bias against girls in Indian society and a high preference for sons.
For these reasons it is not ethical to exploit the cultural norms and values to promote a product.
Question 3Question 3
Is the advertising of Fair & Lovely demeaning to women or is it portraying a product not too dissimilar to cosmetics in general?
It showed how “the miracle worker” makes the women whiter and more confident. From this aspect, the advertisement is similar to the other cosmetics’ in general.
Other elements and stories used to convince the customers that if they use its products, they will be successful in their career and probably have a higher social status is unethical and negative.
The main qualification for woman to get a job is the way she looks but not the capability within herself is demeaning to women regardless of the social influence. The derision of any race, caste, skin color, creed and nationality should be avoided in the advertisements.
Question 4Question 4
Will Fair and Lovely’s foundation be enough to counter charges made by AIDWA? Discuss.
It has not countered the charges until now.
It has only responded indirectly to the allegations with its CSR initiatives
Question 5Question 5
In light of AIDWA’s charges, how would you suggest Fair & Lovely promote its product? Discuss. Would your response be different if Fairever continues to use “fairness” as a theme of its promotion? Discuss.
Emphasize on confidence factor and not just beauty quotient due to skin complexion.
Encourage economic empowerment of women across India by providing resources in education and business.
Avoid “Fair is sexy theme” even if Fairever toes on that line
Company shouldn’t persuade the customers to believe that fair skin is the trend of beauty which will make them attractive and have high social status.
Launch new CSR initiatives for women
New Campaign New Campaign
Strategy
To reposition the brand on “ Empowerment for Women” theme
To re establish “skin lightening proposition in soap format”
New advertisements that show the actual impact of the product on the skin.
The advertisements should recommend consultation with a skin specialist
TV commercial in the form of hunt for lady Singer
Create a platform for showcasing talent in rural market and equality for women
Free sample distribution in new territory
Change of GuardChange of Guard
2003 - Fair & Lovely is designed to deliver 1 of the 3 shades of change in most people
Skin colour and Fairness used as medium to appeal Dark women shown in defamatory manner to sell product
2005 - Women's passion for beauty is universal and Fair & lovely is catering to this strong need
Fairness shown as an element of being beautiful Side effects an taboo also addressed in advertisements
Shahnaz “Messiah” creamShahnaz “Messiah” cream
Ayurvedic product base
Product tries to cure Skin pigmentation
Launched in 2004
Target audience masses with low price tag and cream for all concept
THANK YOUTHANK YOU