Ram Subramanian, V.S. Pai
Ivey Publishing (W18596-PDF-ENG)
September 27, 2018
In 2016, Fair and Handsome, a skin lightening cream manufactured by Emami Limited, led the category of skin creams for men in India with a 60 percent market share. However, in late 2017, the company faced both a public backlash and an adverse court ruling regarding the commercialization of the product. A growing movement called Dark is Beautiful mobilized support against companies that presented lighter skin as a means of personal and professional fulfillment. The company also appealed a lower court decision banning it from using skin bleach in its advertisements. With the product slated for significant growth over the next five years, the company needed to develop an immediate response. What should I do?
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