“Fair and Lovely” which is one of the top selling fairness cream owned by Hindustan

Lever LTD.Basically it is a cosmetic which lightens skin color. According to industrial

sources Fair and Lovely brand line generates about $60 million annually and had the
undisputed monarch with a 90 percent share until the CavinKare Ltd lunched
“Fairever.”In just two years it just gained n impressive 15 percent market share. The
product sells for about 23 rupees for a 25 gram tube of cream. Firstly the advertisement
theme of Fair and Lovely was reflected by gender discriminating,religion,indivitual
caste,etc because skin color is a powerful theme in India as well as much of the asia
where a lighter color represents a higher status. while Americans and Europeans flock to
tanning salon, many across Asia seek ways to have fair complexions. The American and
the European people specially women in the society think that qualification, hard
working, efficiency, is the key of success where Asian people mostly Indian women think
that skin color of the girl is a big factor if they do not have the fair skin they will be
neglected in the work place and they will be treated as a lower status .Even though most
of the places in India the marriage of a Indian girl has been decided according to their
skin color. Because of their cultural norms, Fair and lovely is taking this cultural
advantage and promoting their advertisement in that way which is not fair. Fairness
cream company has come to the spotlight when they promote two ads like “fairer girls
get boy theme and the second one “two attractive women are sitting in a bed room ;one
has a boy friend and consequently happy. The darker skinned women ,lacking of boy
friend .is not happy .Her friends advice? Use a bar of soap to wash away the dark skin
that is keeping men from flocking to her”. But according to their commitment of
Fairness by using their product, sometimes it is not working and some Ideal person
explain these factors logically. According to “Brahmin”, the priestly caste at top of the
social hierarchy are considered fair because they are traditionally stayed inside, poring
over book on the other hand the under caste at the bottom of the ladder are regarded as
the darkest people because they customarily work in the searing sun. After some criticism
all over the Indian society has become concern about their cultural issue which is linked
up with Fair and Lovely Ads. The women association then appealed to national Human
right s commission alleging that ad demeaned women.AIDWA objected to three things.
(1) the ads were racist, (2) they are promoting son preference (3) they are insulting to
working women. According to the Indian constitution no ad can be permitted which
“derides any race, caste, color, creed, and nationality.” The government issued notices of
the complains to HLL.After a long campaign led by AIDWA HLL discontinued two of
its television advertisement for Fair and Lovely. That was definitely a bad impression to
HLL so shortly after pulling its ads off and coincidently on the International Women day,
HLL lunched its “Fair and Lovely Foundation” vowing to “encouraging economic
empowerment of women across India. After that HLL sponsored career fairs over
20cities across the country offering counseling in as many as 110 careers. it supported
100 rural scholarship for women students passing their tenth grade, a professional course
for aspiring beauticians and a three month Home Healthcare Nursing Assistants course
catering to young women between the ages 18 and 30.After doing these kind of social
work they become more popular than before .The fairness cream is now marketed in over
38 countries and the largest selling skin lighten cream in the world.