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Fair Lovely And Advertising: Hindustan Lever Ltd

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Module 3 – Case Analysis
Cultural Norms Fair Lovely and Advertising
Summary – Who, what, where, when, and how (2-3 paragraphs)
This case scenario presents the marketing approach Fair & Lovely, a branded product of Hindustan Lever Ltd. (HLL), takes when promoting a skin color lightening product line. The marketing strategy conveys a negative and unfair message that a person’s social status is based on their skin tone. Further, the description of marketing adds from this company suggests that a person will have a better future, a successful life, and acceptance by others in society if he/she has light skin color. The company claims that their skin color lightening color really work, and the way they promote their product is very demeaning towards …show more content…

On the other hand, in my opinion other cosmetic products use marketing techniques that I had seen are rather positive ones, and not insulting or diminish or make consumers in any way feel unworthy. However, here in United States our culture and laws are different from those in India, but Fair & Lovely should had recur to market the product in a positive ways to translate a happiness and about how the product would make the skin look different, rather than using bias, and racism comments against dark skin people, or working …show more content…

The company should consider from that point on, to promote their product to translate how the product would help enhance women’s natural beauty and eliminating the use of “fairness” as a marketing tool “word” in any way to transform their message to a positive one and recover their market. Otherwise, at this point where customers have changed their perspective towards the product, it will be hard for the company to gain their trust again, and there is risk of the company losing or regaining their market. The company should start showing their customers that beauty empowers them rather than rending them down as less important than men. Indian culture should begging to recognize that the color of their skin doesn’t have any influence of being successful in life, but rather embrace their physical characteristic as part of their natural

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