In the case of Fair & Lovely, the advertisements reflect prevailing attitudes in India that foster a fair skin and promote it as being more attractive, along with a better standing in the society. However, we think that companies who sell products based on societal values have to take into account how the product is promoted by exploiting these cultural norms and values within a frame of respect and ethics...
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However, we think that companies who sell products based on societal values have to take into account how the product is promoted by exploiting these cultural norms and values within a frame of respect and ethics. An approach could be focusing on positive wording (e.g. not saying: ”did not get the job because she is dark-skinned, she should have used Fair & Lovely” but rather saying “she feels very good having used Fair & Lovely”)...
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