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The marketing of fairness cream that plays on
people's insecurities and fear of not conforming to the norm has come in
for strong criticism. Some critics are of the view that promoting a
particular body image (fairness in this case) as the preferred one and
then selling medicines or products to help people attain that particular
ideal may be regarded as disease mongering.
Fairness cream manufacturers have exploited, and reinforced, this
preference for fair skin, portraying it as a necessary prerequisite for
success, and promoted the use of their products as a means of achieving
that ideal. Monetary gains have been made notwithstanding the negative
impact these products have engendered in terms of social consciousness
and strengthening of stereotypes.
In this context, Emami's decision to use Bollywood superstar Shahrukh
Khan (Khan) to promote its men's fairness cream brand, 'Fair & Handsome'
in mid-2007, had stirred a hornet's nest. In the TV spot, Khan was shown
advising a sad-looking young man to start using skin-whitening cream to
get the girl he wanted. The actor in the ad was clearly telling him that
the fairness cream would boost his sex appeal.
This ad spot led the civil rights groups to spit ire at Khan. Critics
felt that celebrities, being role models, should not endorse products
that reinforce such stereotypes. In this connection columnist Shailaja
Bajpai of The Indian Express, wrote, "When the reigning star of Hindi
cinema publicly endorses a cream that openly advocates fairness,
lightness of skin as desirable, nay, necessary, it is a damn bad show.
How could he do it?" However, marketing experts contend that the issue
is being blown out of proportion. Ad expert Alyque Padamsee, who
directed this ad, said, "Everyone wants to look better. What's the
difference between a woman using lipstick, Europeans using skin-tan
lotion, and an Indian skin-lightening cream?"
Suggested Readings and References
1. P. Ravi Shankar, Bishnu Rath Giri, and Subish Palaian, "Fairness
Creams in South Asia-A Case of Disease Mongering?"
www.pubmedcentral.nih.gov, July 2006.
2. "Indian Men Want Fair Play in Beauty Stakes,"
www.lifestyle.indiatimes.com, September 5, 2007.
3. Ruth David, "All's Fair in Love and Bollywood," www.forbes.com,
August 24, 2007.
4. Monica Chadha, "Indian Men Go Tall, Fair and Handsome,"
www.news.bbc.co.uk, November 2, 2005.
5. "Bollywood's Fair Game," www.tnp.sg, September 7, 2007.
6. Munisha Tumato, "Real Beauty ... If You're White," www.thetyee.ca,
August 30, 2007.
Cases on Related Topics
1.
Unilever's "Real Beauty" Campaign for Dove
2.
Nivea's Foray into the Men's Fairness Cream Market in India
3.
Innovative Marketing Strategies of Lush Fresh Handmade Cosmetics
4.
The Body Shop: Social Responsibility or Sustained Greenwashing?
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