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  • March 2016 (Revised August 2022)
  • Case
  • HBS Case Collection

Fair & Lovely vs. Dark is Beautiful

By: Rohit Deshpande and Saloni Chaturvedi
  • Format:Print
  • | Language:English
  • | Pages:16
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Abstract

Women of Worth (WOW) is an organization that seeks to empower women through training and workshops. The organization has also fought against discrimination based on the color of a person's skin through its “Dark is Beautiful” campaign—endorsed by well-known actor-director Nandita Das. However, despite the recent guidelines on advertising of skin-lightening products, many Indians still aspire to have fair skin. The sale of fairness creams continues to contribute to over 50% of the facial care market. Given this, what should WOW do to fight skin-color based discrimination?

Keywords

Prejudice and Bias; Race; Marketing; Social Issues; Beauty and Cosmetics Industry

Citation

Deshpande, Rohit, and Saloni Chaturvedi. "Fair & Lovely vs. Dark is Beautiful." Harvard Business School Case 516-079, March 2016. (Revised August 2022.)
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About The Author

Rohit Deshpande

Marketing
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Related Work

    • February 2017
    • Faculty Research

    Fair & Lovely vs. Dark is Beautiful

    By: Rohit Deshpande and Saloni Chaturvedi
    • March 2016 (Revised August 2022)
    • Faculty Research

    Fair & Lovely vs. Dark is Beautiful

    By: Rohit Deshpande and Saloni Chaturvedi
Related Work
  • Fair & Lovely vs. Dark is Beautiful By: Rohit Deshpande and Saloni Chaturvedi
  • Fair & Lovely vs. Dark is Beautiful By: Rohit Deshpande and Saloni Chaturvedi
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