The downfall of fairness era - road ahead for HUL’s Dove, Fair and Lovely
Publication date: 21 August 2021
Issue publication date: 7 December 2021
Abstract
Theoretical basis
Consumption and consumer behaviour are driven by social and cultural factors. The global movement against racism and skin colour bias has created a situation where companies need to relook at the way they are marketing skin lightening and cosmetic products in an emerging economy like India.
Research methodology
The case study was developed by collecting data from news articles and published research.
Case overview/synopsis
Johnson and Johnson in June 2020 decided to stop selling products under the category of Skin lightening popularly known as fairness creams in Asian markets, especially India. This created a dilemma for popular brands like Hindustan Unilever (HUL), Loreal and Procter & Gamble which have brands under this category. Among all these brands the biggest challenge is for HUL which is a major player in this segment. The case discusses the cosmetic industry in India and how HUL responded to this situation.
Complexity academic level
The case is intended for use in graduate-level courses in consumer behaviour, new product development, integrated marketing communication and marketing. Market environment, cultural and social factors and the importance of considering these factors in developing the product and marketing strategy is the focus of this case.
Keywords
Acknowledgements
Disclaimer. This case is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources.
Citation
S., J. (2021), "The downfall of fairness era - road ahead for HUL’s Dove, Fair and Lovely", , Vol. 17 No. 6, pp. 836-847. https://doi.org/10.1108/TCJ-07-2020-0088
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited