CASE: Fair & Lovely vs. Dark is Beautiful
This case summarizes the work of an Indian organization, Women of Worth (WOW), that used a “Dark is Beautiful” campaign to fight skin colour-based discrimination. Despite efforts by campaigns and activists, and 2014 advertising guidelines, the sale of fairness creams made up almost 50% of sales in the facial care market.
Assignment:
You will use this case as the basis for exploring corporations’ responsibilities to consumers and society, as well as smaller and more specific
questions about positioning, advertising, and the consumer decision journey.
Note that you will not be doing a standard “case analysis” in terms of relying heavily on data provided about a company decision to evaluate different strategic actions.However, you should still use elements of the content of the case as “evidence” to support the recommendations you make in response to the questions posed.
Answer the questions below, separating your answer to each question.
Should have a maximum length of 3500 words. (Yes, the
Questions:
1. In the Indian skincare market (e.g., Exhibit 5), how do you think Fair & Lovely is positioned? Who are the target customers?
2. Comment on Unilever’s multi-brand strategy. Is this strategy effective or not? If there is data needed to answer this question, explain what you would like to know and how you would use it.
3. Should Hindustan Unilever (HUL) stop manufacturing and marketing fairness creams? Why or why not?
4. If they continue selling fairness creams, should they change their advertising? Why or why not? If they do change their advertising, what
should the messaging be?
