How does Unilever handle such negative publicity?
Fair & Lovely is a market leader in its segment. Even in other price brackets, it maintains the mass appeal because of its deliverables. The cream promises an even tone and a fair skin without the use of any chemicals that can cause skin bleach or any other harmful affects. Today, we have more than 60 million users of Fair & Lovely worldwide and its growing rapidly. The message conveyed in promoting that product is sensitively filtered and has not been intended to promote any element of beauty as superior or otherwise. The challenge is that some issues can be sensitive to some regions or cultures and we ensure that marketing communications never breach that line. At Unilever, we do understand that communication perceptions are different in different parts of the world, just as humour may not be the same all over. Keeping that in mind, our ad campaigns for a product such as Fair & Lovely is structured differently and is beamed or used only in specific regions. Sometimes, if a media hous
