n this case study Hindustan Lever Ltd in a quest to maintain market leadershiplunched series of adverts that portray women with fairer skin as more attractive, happier ,intelligent and higher social status. In fact skin color has been a powerful theme in India andentire Asia with light skin representing positive values for class and beauty. So for HLL to cash
in to this demining cultural practice and churn out those racially polarized advertisement isunethical and socially irresponsible. So to address the issue of selling products that are mildlyeffective I must point out here that it is unethical business practice. However Indiandermatologists pointed out that fairness products do not actually work because the only reach theupper layer of the skin and do not affect the production of Melanie. This fact was corroboratedby many people who complained that it does not work. The bottom line is that HLL promotionalstrategy for Fair & Lovely is misleading because it does not reflect the feedback from customers.More importantly, HLL exploitation of cultural norms by embarking on a promotional strategythat mislead the public that Fair & Lovely will make them accepted within a culture that isdivided by social class is unethical and socially irresponsible.