ETHICS 1N ACTION orever Youthful. Inc.. specializes in products that contain biologically active ingredients with anti-aging properties often referred to as "cosmeceuticals." Forever Youthful. |nI:.. has been exclusively focused on skin care. its line of luxuri- ous creams, masks. and eye treatments. based on various oornbi- nations of antimidants. peptides, and even growth factors. claim to reverse the signs of aging. Michele Kaplan. tripe President for Sales and Marketing. and her team have been very successful in partnering with high-end spas. resorts. and boutiques to deliver Forever Youthful skin care products to its target customer: older wealthy women. Consequently. Michele was the only top level executive to survive the recent rat'ructuring at Forever Youthful after a new president and CEO. J. C. Burnett. was hired. Under Burnett's leadership the company has begun to move in several different directions. An emerging trend in the anti-aging market is hair care. and Forever li'outhl'ul is about to launch a line of expensive shampoos. conditioners. and scalp treatments designed to marine hair shiny. full. and younger looking. Michele is excited about the prospects for sales in this new market segment. and she believes the current strat- egy of targeting high-end distributors. in this case fashionable salons. would work best. However, the new leadership team is proposing that the hair care line of products be sold online direct to customers. arguing that this is more cost-effective because it doesn't require establishing relationships with hair salons. Michele disagrees. She is concerned about the possi- ble negative consequences of such a move. particularly on the brand's \"elite\" image. not to mention on her division. To prove her point. Michele directed her research team to design some questions for gathering data from current and potential customers. Working with some of the businesses that sell Forever Youthful skin care products. clients were interviewed about their online purchasing behaviors and perceptions of brand image as they checked in for appointments. Demographic data were also collected. Based on a sample of 3500 clients. chi-square tests for independence were performed to determine if responses about online shopping and brand image were inns. pendent of age category. The results revealed whet Michele had expected. Online purchasing behavior is dependent on age. Moreover. level of agreement with the statement "hair products sold online are of inferior quality to those sold in saions' also showed dependence on age. Because Forever Youthful targets older customers, Michele is hopeful that these findings will help convince the team that her strategy is best. She is now ioolting forward to the next leadership team meeting. - Identity the ethical dilemma in this scenario. u '\"first are the undesirable consequences? . Propose an elioal solution that considers the while of all stakeholders
