Imran Siddiqui's Blog

Indian cosmetic market was worth $2.5 Billion in 2008 with a growth rate of 7%. It is likely to have a total growth of 13%-20% in 2012. Despite the dazzling numbers, approach of many companies to the consumers in questionable. Recently, I came across an advertisement that was promoting an idea among people, which I found to be unethical. I am not against the idea of using persuasive advertisement techniques; rather I found some of the ideas to be genius. I am against the idea of giving a false impression to people. The advertisement portrayed that girls with dark complexion are unlikely to be selected for an airhostess.  Therefore, if people with dark complexion use the cream, they can become fair and get the job. However, greater importance is given to talents rather than looks for jobs of such category.

In my opinion, the advertising companies are targeting the psychological side of dark people influencing them to buy a cream that is only creating an idea that’s not fair. It is also against the culture and values of India to promote more of the serration of people with dark complexion than those with fair complexion, which is indeed unethical.

Sources:

http://www.michigandaily.com/content/devadatta-gandhi-fair-and-lovely

http://www.prlog.org/10241770-indian-cosmetic-market-to-grow-at-7-cagr.html