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

4. 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.

5. TV Commercials of Whitening Products Mainland China: Garnier

6. TV Commercials of Whitening Products Olay

7. TV Commercials of Whitening Products Ponds

8. The case in India

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

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

11. TV Commercials of Whitening Products India: Fairever

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

13. Why are Indians obsessed with fairness?

14. Historical & social Background of India

15. 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

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

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

18. The advertising of Fair & Lovely demeaning to women.
Compare Fair & Lovely and FANCL.
Commercial with cheating.

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

20. 8)Shakti Amma 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.

21. 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.

22. Questions?
Thank you!