Presentation on theme: "CASE 2 – 2 Culture Norms, Fair & Lovely, and Advertising Presented by: Henry Zhaoguo Yu, Kelli Klein, Xiaoying Yang, Pune Duangtip Kraisirdej, Yutong Wang."— Presentation transcript:
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. Each day consumers make 160 million purchases of Unilever products. One of the world's largest consumer products companies.
TV Commercials of Whitening Products Mainland China: Garnier
TV Commercials of Whitening Products Olay
TV Commercials of Whitening Products Ponds
The case in India
TV Commercials of Whitening Products India: Fair & Lovely
TV Commercials of Whitening Products India: Fairever
TV Commercials of Whitening Products India: Fair & Handsome
Why are Indians obsessed with fairness?
Historical & social Background of India
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
Ethical? Definition of Business Ethical Ethic Problems in Fair & lovely
Exploiting Cultural Norms? It is ethical to exploit cultural norms. Examples.
Demeaning to women? The advertising of Fair & Lovely demeaning to women. Compare Fair & Lovely and FANCL. Commercial with cheating.
7) Nowadays, there are not only the fair creams for women in India but for men as well.
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.
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.