Is it ethical to sell a product that is. at best, only mildly effective? Discuss. Is it ethical to exploit cultural norms and values to promote a product? Discuss.

Is the advertising of Fair & Lovely demeaning to women, or is it promoting the fairness cream in a way not too dissimilar from how most cosmetics are promoted? Will HLL's Fair & Lovely Foundation be enough to counter charges made by AIDWA? Discuss. In light of AIDWAs charges, how would you suggest Fair & Lovely promote its product? Discuss. Would your response be different if Fairever continued to use "fairness" as a theme of its promotion? Discuss. Propose a promotion/marketing program that will counter all the arguments and charges against Fair & Lovely and be an effective program. Now that a male market (or fairness cream exists, is the strength of AIDWAs argument weakened? Comment on using "Shakti Ammas" to introduce "fairness cream for the masses" in light of AIDWAs charges. Listen to in India. Skin-Whitening Creams Reflect Old Biases: NPR, November 12. 2009. Consider this information in your analyses.

Fair & Lowly, a branded product of Hindustan Lever Ltd. (HLL), is touted as a cosmetic that lightens skin color. On its website (h11.coni. in). the company calls its product "the miracle worker," 'proven to deliver one to three shades of change.- While tanning is the rage in Western countries, skin lightening treatments are popular in Asia. According to industry sources, the top-selling skin lightening cream in India is Fair & Lovely from Hindustan Lever Ltd. (HLL), followed by CavanKare's Fairever brand. HL1:s Fair & Lovely brand dominated the market with a 90 percent share until CavinKare Ltd. (CKL) launched Fairever. In just two years, the Fairever brand gained an impressive 15 percent market share. HLL's share of mar-ket for the Fair & Lovely line generates about 360 million annual!): The product sells for about 23 rupees (50.29) for a 25-gram tube of cream. The rapid growth of CavinICares Fairever (www.cavinkare .com) brand prompted HI-1. to increase its advertising effort and to launch a series of ads depicting a 'fairer girl gets the boy theme One advertisement featured a financially strapped father lament-ing his fate, saying, "If only I had a son' while his dark-skinned daughter looks on. helpless and demoralised because she can't bear the financial responsibility of her family. Fast-forward and plain Jane has been transformed into a gorgeous light-skinned woman through the use of a 'fairness cream' Fair & Lovely. Now dad in a miniskirt, the woman is a successful flight attendant and can take her father to dine at a five-star hotel. She's happy and so is her father. In another ad. two attractive young women are sitting in a bed-room; one has a boyfriend and. consequently. is happy. The darker-skinned woman, lacking a boyfriend, is not happy. Her friend's advice—Use a bar of soap to wash away the dark skin that's keeping men from flocking to her.