After Reading the article Below, answer the following questions. ""Case study Skin lightening products Skin lightening p

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After Reading the article Below, answer the following
questions.
""Case study Skin lightening products
Skin lightening products are used medically for the
treatment of a range of skin disorders, however a major market has
developed in their use for cosmetic purposes, particularly in
countries where darker skin tones are prevalent (Gillbro and
Olsson, 2011). There are over 240 brands in India alone, with many
major multinational brands represented such as Dove, Vaseline, Olay
and Garnier (Goldschneider, 2012). Over 60% of Indian women
reportedly use the products daily (Goldstein, 2012).
Many products currently marketed have not been subject to
safety and efficacy studies and the product category appears to be
poorly controlled (Draelos, 2007): while some claim to contain
natural ingredients such as Vitamin B3, mercury has been found in
skin lightening creams available in Mexico and other developing
countries (Peregrino et al., 2011). Other potentially dangerous
ingredients include hydroquinone, banned in Europe, and
corticosteroids. Severe health consequences can arise as a result
of prolonged use of these types of products, yet a lack of
regulation means there is no consistent requirement for ingredient
labelling. Further, there is evidence in some developing countries
of misbranding (Olumide et al., 2008).
The marketing strategies of some products have been
criticised. For example, Vaseline produced a Facebook app which
allowed users to download a profile picture, drag a line across
their face and digitally transform their image to a much lighter
tone (Goldschneider, 2012). In Thailand, a promotion by the
Unilever product range Citra appeared to offer university
scholarships to students with fairer skin (Hodal, 2013).
The demand for these products is based on deeply entrenched
cultural beliefs that people with paler skin are of a higher social
status, or in India, a higher caste than those with darker skin,
making the former more attractive and leading to better paying jobs
or better marriages (Shevde, 2008). Bollywood actors are among the
high profile promoters of the products in India. We now examine the
ethical issues involved in the marketing of the Unilever product
range Fair & Lovely.
Fair & Lovely was created by Unilever’s HLL Indian
subsidiary. It is the largest skin whitening cream on the market,
holding more than 50% of the market in India, a market valued at
over US$200 million in 2006, with a 10–15% growth rate per annum.
It is also marketed in other Asian countries, for example Malaysia,
and in some Arabic countries such as Egypt.
The central product benefit is dramatic skin whitening
within six weeks. HLL claims the product fulfils a social need,
given that fair skin is valued in the country, even though dark
skin is less vulnerable to skin diseases. It is not marketed as a
pharmaceutical product and therefore does not have to prove
efficacy – which is disputed by dermatologists on the basis of the
ingredients.
Advertisements in all the countries in which Fair &
Lovely is sold show product users getting better jobs, getting
married or having a brighter future (and being noticeably happier)
as a result of their lighter skin. Critics have claimed that the
ads are socially objectionable, racist, demeaning or even
‘repellent’. Two ads have been taken off air in India as a result
of protests, but others are still running. HLL claims the ads
promote choice and empowerment. Critics such as women’s movements
claim they entrench disempowerment.
The primary target market is women aged 18–35, with the poor
being a significant segment. There are reports of girls aged 12–14
using the product, which is marketed in ‘affordable’ small
packages.
Fair & Lovely is a profitable brand, but there are many
ethical issues that arise in discussing the case, particularly in
relation to the racist and sexist stereotypes and prejudices that
exist in relation to skin colour. Additionally, a key target sector
includes people who are not well educated (if at all) and who are
therefore unable to understand the controversy and criticisms, or
to understand that the efficacy of the product has not been
verified. Use of the product by children is a further
concern.
HLL claims to exercise corporate social responsibility, but
its actions in the marketing strategy and tactics with Fair &
Lovely have led to criticisms of hypocrisy. While HLL did not
create the prejudices that underpin demand for the product, critics
claim the product’s marketing helps to sustain those prejudices.
The company is marketing a legal product, it is not breaking any
laws, and it appears to have a loyal customer base, but can it
claim to be doing good while it does well out of sales of the
product?
There have been calls for tighter restrictions on the sale
and promotion of skin-whitening products in several countries,
including proof of efficacy and safety, but to date there has been
little action. Proposals in more developed countries have included
a complete ban on over-the-counter sales, and a requirement for
prescription-only sales (Goldschneider, 2012).
We recommend you read the full case study and also view the
commercials that are available on YouTube. Also, check on the
number of products that are easily available on the Internet,
including on eBay and even on Amazon.
This case study is based largely on Karnani, A.,
2007.""