Fair & Lovely, a brand of skin lightening cream owned by Unilever, is sold in more than 40 countries and has annual sales of more than $1 billion. The Fair & Lovely brand accounts for 57% of the sales in India’s skin lightening cream market. Unilever asserts that Fair & Lovely is a product designed to help individuals who aspire for a higher place in Indian society. Critics argue that the cream is targeted at women at the base-of-the-pyramid, and encourages discrimination against darker skin. This case explores whether Unilever is socially responsible, and raises questions about the limits and business implications of social responsibility.
Is Unilever Being Socially Responsible in Marketing Fair & Lovely, a Skin Whitening Cream?
by: Aneel Karnani
Publication Date: August 5, 2014
Length: 16 pages
Product ID#: 1-429-398
Core Disciplines: Base of the Pyramid, International Business, Marketing/Sales, Strategy & Management
Partner Collection:
Available Documents
Click on any button below to view the available document.
Don't see the document you need?
Don't See the Document You Need?
Make sure you are registered and/or logged in to our site to view product documents. Once registered & approved, faculty, staff, & course aggregators will have access to full inspection copies and teaching notes for any of our materials.
Make sure you are registered and/or logged in to our site to view product documents. Once registered & approved, faculty, staff, & course aggregators will have access to full inspection copies and teaching notes for any of our materials.
$4.95
Need to make copies?
If you need to make copies, you MUST purchase the corresponding number of permissions, and you must own a single copy of the product.
Electronic Downloads are available immediately after purchase. "Quantity" reflects the number of copies you intend to use. Unauthorized distribution of these files is prohibited pursuant to term of use of this website.
Teaching Note
This product has a teaching note available. Available only to Registered Educators. Please login to view it.
Description
Teaching Objectives
After reading and discussing the material, students should:
- Explore the issues of corporate social responsibility.
- Identify the limits of corporate social responsibility.
- Explain what business can do to support the well-being of society.
- Identify the types of constraints that can be placed on businesses to ensure a well-functioning society.
- Assess if placing constraints on business is a viable solution.