Everything is Fair & Lovely in Marketing and Wedding!
Fair has gone, so now lovely is alone – but wait we have a handsome waiting somewhere to grab the opportunity! Well, the world has seen many social movements. Recently it was all about the unfortunate death of George Floyd, which got global media coverage and reactions from celebrities, even from India.
Ironically, the same set of celebrity (read Bollywood ) keeps mum on the pertinent issue of discrimination based on color. India is obsessed with Fairness – just look at any matrimonial ad in print or online. Sabko ‘gori’ vadhu chahiye (everyone needs a fairer bride). This deep routed mindset exists since centuries. The Unilever and the other cosmetic brands have shamelessly reaped the benefits of this psychological lack of self-esteem. They promised the moon to consumers who were under severe social stress and stigma – right from their birth. Who might be facing many rejections in wedding proposals, and may be feeling the heat at jobs and workplaces. Though, some of the over the top ads are banned, but the positioning of the Unilever’s market leader brand ‘Fair & Lovely’ was spot on – to make you fare in weeks!
Only God knows why all of a sudden Unilever has developed a new heart and decided to remove the Fair from its Fair & Lovely brand. This has shocked other brands like Emami Fair & Handsome, Garnier, Ponds and Olay products on skin whitening. Let us keep a watchful eye on these ‘partners in crime’ to see what they do (or don’t do anything at all). Recently. Unilever has sensed the power of social media where it appears regularly for Boycott trends. They were gradually shifting to HD glow (now, I have no idea what is that! – next may be 4K Glow). But that is a clever marketing gimmick which repackages the ‘whiteness’ factor to more glow. We all know dark things don’t glow, it’s the bright white stuff that sparkles. So, I am pretty sure that the new rebranding will still keep the old association but in a new jugglery of words (puffery).
Let’s look at some ads to remind us the true face of capitalism!
Garnier Whitening Skin Products
