Description
Fair and Lovely vs Fairever.It highlights the way both companies approached advertising.
Cultural Norms, Fair & Lovely, and Advertising
Click to edit Master subtitle style
1/22/13
Cosmetic Market
?3000cr ?Still ?Just
market
at primary stage 22% market penetration share:
?Market
?
1200cr is for skincare 700cr is fairness creams HUL 54.5% CavinKare Fairever 12% Godrej FairGlow 3.4% Others 30%
?
?
?
?
1/22/13 ?
Others in the market…
?Emami
Fair
- Gold Turmeric, Boroplus, Naturally - Touch and Glow - Himalaya Fairness Cream – Garnier Light – Kaya Birla Group – Kara Skincare Wipes Hussain – Shahbright bright skin
?Revlon
?Himalaya ?L'Oreal ?Marico ?Aditya
?Shahnaz
formula 1/22/13
Fair & Lovely
?World’s
#1 fairness cream in 1978 90% market share till 1998
?Launched
?Maintained ?Current
share – over 50%, about 640cr
1/22/13
Fairever
?A
CavinKare brand in 1998
?Launched ?Gained
1.3% share in 1st year & 15% in
two years
?Rs.
170cr company by 2001 turnover in 2006-2007 was
?Company’s
5000m INR 1/22/13
Case Highlights
?New
Advertisement campaign…. in 2001 off air in 2003
?Launched ?Taken
?Reasons…. ?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 because
1/22/13
?
It was considered sexist
Legal 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 derides any race, caste, color, creed and nationality”
?It
also stated that
“women must not be portrayed in a manner that emphasized passive, 1/22/13 submissive qualities and encourages them
Details of the ad
?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…
1/22/13 ?
Ads that focused on achievement too
Fair and Lovely’s response to AIWDA
?2003… ?On
international women’s days, Fair and
Lovely launched its “fair and Lovely Foundation” aiming to “encourage economic empowerment of women across India” by providing resources in education and business.
1/22/13
Activities undertaken by HLL
?Career
fairs in 20 cities offering counseling
in 110 career options.
?It
supported 100 rural scholarships for
women students passing 10th std.
?These
?
scholarships were for
a profession course for aspiring beauticians A three month course for a home healthcare nursing course
?
1/22/13 assistant’s
Fairever … values and ?Values and beliefs of both the parent promises
companies, HLL and Cavinkare, as listed on their website are…
?Integrity, ?Do
Fair And Lovely &
fairness, excellence innovation, openness, trust…. they deliver on their promise ….?
?The ?do
fairness creams do not deliver on their promise of visible fairness, not provide complete information about the ingredients used in the creams, and their 1/22/13 harmful effects
Issues
?Does
not deliver on promise of fairness
?Nothing
is controlled; producers are not compelled to indicate the content of their bleachers on the label. neither the quantity nor the proportion needs to be specified
?Many
of these 'cosmetics', harmless in appearance, contain products deriving from such substances as
?
Corticoids mercury or hydroquinone, which if absorbed in big
1/22/13
?
Issues
?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 dermatology departments in France, Senegal, Togo and Burkina Faso:
?
Diabetes Hypertension Acne bone problems hyper hairiness renal insufficiency skin cancer disturbance of the menstrual cycle premature ageing of the skin Eczema cardio-vascular and respiratory problems
?
?
?
?
?
?
?
?
1/22/13
?
?
Comparison of fairness cream ads nationally and internationally ?Internationally…
?The
ads focus on “how to use the product”
?These
ads are in no way related to achievement of goals and aspirations of the women portrayed in these ads
?In
India,
?The
ads focus on the aspirations of women claiming usage of the fairness creams lead to achievement of their goals and aspirations 1/22/13
Latest ad of Fair and Lovely
?The
ad plays on the same message , only this time the message is conveyed in a different manner.
1/22/13
Question 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 HLL itself, the creams are able to bring about skin color change of 1-3 1/22/13 shades
Question 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 1/22/13
has traditionally been a bias against girls in Indian society and a high preference
Question 3
?Is
the advertising of Fair & Lovely demeaning to women or is it portraying a product not too dissimilar to cosmetics in general?
?many
of the cosmetics advertisements’ theme is the beauty and the special function of the product. Fair & Lovely has advertised its products in this way.
?It
showed how “the miracle worker” makes the women whiter and more confident. From this aspect, the advertisement is similar to 1/22/13
Question 4
?Will
Fair and Lovely’s Foundation counter charges made by AIDWA? Discuss.
?It ?It
has not countered the charges until now.
has only responded indirectly to the allegations with its CSR initiatives
1/22/13
Question 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.
?our
suggestion is that Fair & Lovely may emphasize more on the confidence of the women than the beauty of women, which means they could show how confident a woman is after using their products while not just show how beautiful the woman is 1/22/13 because of the fair skin.
Question 6
?Propose
a promotion program that will counter all the arguments and charges against fair & Lovely and be an effective program
?New
advertisements that show the actual impact of the product on the skin. The level of fairness achieved by the use of the cream should be clearly mentioned. This should be supported with proofs from reliable dermatologists
?The 1/22/13
advertisements should recommend
doc_430681602.ppt
Fair and Lovely vs Fairever.It highlights the way both companies approached advertising.
Cultural Norms, Fair & Lovely, and Advertising
Click to edit Master subtitle style
1/22/13
Cosmetic Market
?3000cr ?Still ?Just
market
at primary stage 22% market penetration share:
?Market
?
1200cr is for skincare 700cr is fairness creams HUL 54.5% CavinKare Fairever 12% Godrej FairGlow 3.4% Others 30%
?
?
?
?
1/22/13 ?
Others in the market…
?Emami
Fair
- Gold Turmeric, Boroplus, Naturally - Touch and Glow - Himalaya Fairness Cream – Garnier Light – Kaya Birla Group – Kara Skincare Wipes Hussain – Shahbright bright skin
?Revlon
?Himalaya ?L'Oreal ?Marico ?Aditya
?Shahnaz
formula 1/22/13
Fair & Lovely
?World’s
#1 fairness cream in 1978 90% market share till 1998
?Launched
?Maintained ?Current
share – over 50%, about 640cr
1/22/13
Fairever
?A
CavinKare brand in 1998
?Launched ?Gained
1.3% share in 1st year & 15% in
two years
?Rs.
170cr company by 2001 turnover in 2006-2007 was
?Company’s
5000m INR 1/22/13
Case Highlights
?New
Advertisement campaign…. in 2001 off air in 2003
?Launched ?Taken
?Reasons…. ?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 because
1/22/13
?
It was considered sexist
Legal 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 derides any race, caste, color, creed and nationality”
?It
also stated that
“women must not be portrayed in a manner that emphasized passive, 1/22/13 submissive qualities and encourages them
Details of the ad
?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…
1/22/13 ?
Ads that focused on achievement too
Fair and Lovely’s response to AIWDA
?2003… ?On
international women’s days, Fair and
Lovely launched its “fair and Lovely Foundation” aiming to “encourage economic empowerment of women across India” by providing resources in education and business.
1/22/13
Activities undertaken by HLL
?Career
fairs in 20 cities offering counseling
in 110 career options.
?It
supported 100 rural scholarships for
women students passing 10th std.
?These
?
scholarships were for
a profession course for aspiring beauticians A three month course for a home healthcare nursing course
?
1/22/13 assistant’s
Fairever … values and ?Values and beliefs of both the parent promises
companies, HLL and Cavinkare, as listed on their website are…
?Integrity, ?Do
Fair And Lovely &
fairness, excellence innovation, openness, trust…. they deliver on their promise ….?
?The ?do
fairness creams do not deliver on their promise of visible fairness, not provide complete information about the ingredients used in the creams, and their 1/22/13 harmful effects
Issues
?Does
not deliver on promise of fairness
?Nothing
is controlled; producers are not compelled to indicate the content of their bleachers on the label. neither the quantity nor the proportion needs to be specified
?Many
of these 'cosmetics', harmless in appearance, contain products deriving from such substances as
?
Corticoids mercury or hydroquinone, which if absorbed in big
1/22/13
?
Issues
?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 dermatology departments in France, Senegal, Togo and Burkina Faso:
?
Diabetes Hypertension Acne bone problems hyper hairiness renal insufficiency skin cancer disturbance of the menstrual cycle premature ageing of the skin Eczema cardio-vascular and respiratory problems
?
?
?
?
?
?
?
?
1/22/13
?
?
Comparison of fairness cream ads nationally and internationally ?Internationally…
?The
ads focus on “how to use the product”
?These
ads are in no way related to achievement of goals and aspirations of the women portrayed in these ads
?In
India,
?The
ads focus on the aspirations of women claiming usage of the fairness creams lead to achievement of their goals and aspirations 1/22/13
Latest ad of Fair and Lovely
?The
ad plays on the same message , only this time the message is conveyed in a different manner.
1/22/13
Question 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 HLL itself, the creams are able to bring about skin color change of 1-3 1/22/13 shades
Question 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 1/22/13
has traditionally been a bias against girls in Indian society and a high preference
Question 3
?Is
the advertising of Fair & Lovely demeaning to women or is it portraying a product not too dissimilar to cosmetics in general?
?many
of the cosmetics advertisements’ theme is the beauty and the special function of the product. Fair & Lovely has advertised its products in this way.
?It
showed how “the miracle worker” makes the women whiter and more confident. From this aspect, the advertisement is similar to 1/22/13
Question 4
?Will
Fair and Lovely’s Foundation counter charges made by AIDWA? Discuss.
?It ?It
has not countered the charges until now.
has only responded indirectly to the allegations with its CSR initiatives
1/22/13
Question 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.
?our
suggestion is that Fair & Lovely may emphasize more on the confidence of the women than the beauty of women, which means they could show how confident a woman is after using their products while not just show how beautiful the woman is 1/22/13 because of the fair skin.
Question 6
?Propose
a promotion program that will counter all the arguments and charges against fair & Lovely and be an effective program
?New
advertisements that show the actual impact of the product on the skin. The level of fairness achieved by the use of the cream should be clearly mentioned. This should be supported with proofs from reliable dermatologists
?The 1/22/13
advertisements should recommend
doc_430681602.ppt