Business EthicsReport on Fair & Lovely Face Whiting Cream

Submitted To:

Prof. Farzeen Akram

Submitted By:

Waseem Azam L1f08mbam2141

Zuhair Qadir L1f08mbam2059

Rana Mohsin Saeed L1f08mbam2046

Muhammad Asad L1f08mbam2062

Submission Date: 04-09-2010

1

ContentsIntroduction.................................................................................................................................................4

Benefits of advertising.................................................................................................................................5

Critical evaluation of advertising.................................................................................................................5

Unethical advertising...................................................................................................................................5

Fair & Lovely................................................................................................................................................6

Did you know?.........................................................................................................................................6

Fair & Lovely family.................................................................................................................................7

Unethical advertising practice of fair & lovely.............................................................................................8

Examples.................................................................................................................................................8

The unethical in fair & lovely advertising..................................................................................................10

Product performance problems............................................................................................................10

Deceptive Ads that raising negative values in the society.....................................................................10

Stereotype roles of Women..................................................................................................................11

Hurting the self esteem of the girls.......................................................................................................11

Nonprescription products......................................................................................................................11

Dangerous effects..................................................................................................................................12

False claims and promises.....................................................................................................................12

Full disclosure of information................................................................................................................12

Create Selfishness in the society...........................................................................................................12

Insulting to working women..................................................................................................................12

The Solutions to the Problems...................................................................................................................13

Is it Ethical to sell a product that is, at best, only mildly effective?.......................................................13

Is it ethical to exploit cultural norms and values to promote a product?..............................................13

Culture:..............................................................................................................................................14

Cultural Norms:.................................................................................................................................14

Cultural Values:..................................................................................................................................14

Remedies to overcome deceptive advertisements....................................................................................16

Cease-and- Desist Orders......................................................................................................................16

Restitution.............................................................................................................................................16

Affirmative Disclosures..........................................................................................................................17

2

Corrective Advertising...........................................................................................................................17

Marketing Plan..........................................................................................................................................17

Tools to execute the plan......................................................................................................................18

Why such diversified campaign is needed?...............................................................................................19

Self Regulation in Advertising....................................................................................................................19

Conclusion.................................................................................................................................................20

Advertisement Recommendations............................................................................................................21

Appendix...................................................................................................................................................23

3

Introduction

Many different companies try their best to advertise their product or service to attract

potential customers. They use different strategies by emphasizing that by using their specific

product or service their customer life will be better or even change. In comparison, marketers

show how unhappy people would be without their products or service. Some customers are

attracted to that kind of advertisement, but often those products or services fail to bring the

happiness that is promised. Advertisement such as this are used to manipulate the minds of

consumers by showing the potential customers how it would change their life after the purchase.

It is important to marketers and consumers alike to advertise the product itself and not the

consequence of using that specific product or service.

Ethics have always been an important aspect of every business activity, although the term has

meant different things at different times in different lands to different people. Nonetheless, as

ethical concerns are an inseparable element of business, advertising can not ignore them. Sadly,

the advertising industry has rarely cared to look beyond immediate marketing objectives. Telling

the truth seems like a pretty basic ethical standard.

The argument in the industry is that it is the government's job to judge what is right and what is

wrong. Shirking its own responsibility for regulation, the industry has belittled business values

and agencies have harmed their balance sheets.

For any business, customer is very important, and businessman attempt to communicate to all

their target customers using means of communication like advertising and sales promotion.

Advertising is a very powerful and most commonly used tool.

4

Benefits of advertising

Communication

To raise the standard of living

To make market competitive

Product differentiation

Critical evaluation of advertising

Though many benefits are achieved through advertisements, the ad message is becoming more

and more exaggerated. To achieve competitive advantage, advertising magnifies unimportant

differences, resorts to clever, tricky product promises, and claims more and more unbelievable

benefits. The customer finds many advertisements as false, deceptive, or misleading. Consumers

are uncertain regarding whether or not the performance of a product purchased will in fact meet

their needs. If they find that the product lacks in quality, advantage, durability etc., as advertised

they might not buy it again, and develop an aversion to every other product of that company.

Unethical advertising

Advertisement is considered unethical in the following situations;

When it has degraded or underestimated the substitute or rival's product.

When it gives false or misleading information on the value of the product.

When it fails to give useful information on the possible reaction or side effects of the

product.

When it is immoral.

5

Fair & Lovely

Fair & Lovely had an amazing 90% market share. Though some other brands along with

Fair&handsome and Fairmen have taken away some market share from fair & lovely, it still

leads the market comprehensively. However, Fair & Lovely is not proven to be real whiteners.

Rather, it caters to the desire of women of becoming fairer.

Fair & Lovely, a branded product of Unilever Pakistan touted a cosmetic cream that supposedly

lightens the skin “the miracle workers.” This product is popular in many Asian countries such as

Pakistan, India and China. Many Pakistanis have come to view fair skin as the ideal – and a

business opportunity. Skin color is important in Pakistan and many other Asian countries, where

lighter skin color represents a higher status. In those countries, fair skin is associated with

positive values that relate to class and beauty. While many Europeans and Americans try their

best to gets their skin darker using tanning salons and self-tan creams. Asian countries, on other

hand, seek any cosmetic product to make their skin complexion lighter. The unilever claim that

Fair & Lovely Fairness Cream gives you unmatched radiant fairness in just 4 weeks.

Did you know?

Skin Lightening Creams are the preferred mode of Skin care in almost all Asian

countries, just as anti-aging creams are in Europe and the USA.

Fair & Lovely is one of the most leading brands for young women in Pakistan (ranked 4.

in Economic survey of 180 top brands in 2001 and 2002 & ranked 7. in the Economic

survey in 2004).

6

Fair & Lovely family

Herbal range Multivitamin cream

Oil cream Multivitamin facial cleansers

7

Unethical advertising practice of fair & lovely

The UNILIVER Corporation took advantage of the cultural belief of benefits and beauty of fair

skin and used it for their marketing purpose. The company made many different mistakes when

advertising “the miracle workers.” Most of their advisement focused on a “fairer girl gets the

boy”. Many people were offended by this advertising campaign. The Women’s Association

appealed to the National Human Rights Commission stating that many of UNILIVER ads

degrade women. They objected to three things. First - the ads were racist, second – they were

promoting the preference of sons, and third – they were insulting to working women. The

Women Association pointed out “the way they portrayed the young woman who, after using Fair

& Lovely, become attractive and therefore lands a job suggested that the main qualification for a

woman to get a job is the way she looks” .Many people in Pakistan thought that UNILIVER

violated Pakistani advertisement ethics by openly denigrating a majority of dark skinned

Pakistani people.

Skin whitening cream manufacturers show fair skin in their advertisements as a necessity for

success, and promote the use of their product to achieve the ideal face, partner, and desired

behavior from the society and attention from the opposite sex.

There are different types of TV ads of fairness creams, which now a days are being shown on different TV channels of Pakistan.

Examples

A Young girl is worried about her dark face skin. She used a fairness cream and became pale

with in few days.

A poor dark color poor girl used the skin whitening cream became white and then a rich boy got

married with that poor girl.

8

A college girl with tan color used the fairness cream, which made her face skin white. She

received approval from female friends and opposite sex.

A young girl was worried because of her dark skin. She used a skin whitening cream, which

changed her dark color to white. After that, she is shown as a bride, wearing too much gold

jewelry on her wedding day.

A boy denied marrying a girl, because of her dark face skin color. The same girl used a fairness

cream, became pale with in few days and then same boy married with that girl, because of her

fair white face skin.

A girl changed her face skin from dark to white within three days after the use of a fairness

cream.

A girl who wants to be a newscaster but she is unable to go for interview due to his dark face and

pimples but after the use of fair and lovely she got the job.

Moreover, now it is more of an economy driven class system. Status depends on money. Women

are empowered with career opportunities and better education, which have offered women

greater financial and emotional freedom.

However, the company acknowledges their mistakes and tried their best to gain their

positive image back. One of the improvements that they did was to change their policy

statement. The statement by UNILIVER in 2005 showed the popularity of Fair & Lovely and its

advanced technology in the cosmetic industry. They also, established Fair & Lovely Foundation

by providing resources in education and business to economic empowered women across

Pakistan. This was a good move, because by doing this it would help them to get their image

back through good deeds and make their product more positively recognized. Change of face

complexion within few days from dark to white after cream use.

9

The unethical in fair & lovely advertising

television ads overstate the product benefits.

Face skin problems after the usage of fairness creams.

potentially reinforcing and raising negative values in the society

show stereo type roles of the women and hurt self esteem of women

showing the superiority

Deceptive advertising

Ads have been widely criticized on being unethical and issues such as

misinforming,

misleading,

making false promises,

creating undesirable demands,

making false promises,

lowering the dignity of women,

influencing disadvantaged target groups and

Defaming any individual or class of persons has been raised quite frequently.

Marketing communications may hurt the personal feelings.

Product performance problems

The skin problems after the use of skin whitening creams, such as itchiness, rashes, dryness, pimples, hardness and darkness of the face skin.

Deceptive Ads that raising negative values in the society

Girls believe that the roles shown in the fairness creams TV advertisements are potentially

reinforcing and raising negative values, such as materialism, dominance of white face skin, and

negative effects on the youth thinking. TV commercials present white skin superiority and as

criterion of judging female beauty, which has been negatively affecting the ethical considerations

10

in the matrimonial matters (…Boy’s parents demand white skin girl for their son). Furthermore,

in most of the advertisements, model girls are shown marrying and wearing gold ornaments.

Stereotype roles of Women

Majority of the young female students believe that these advertisements show stereotype roles of

the women in the society. Roles such as marrying, dreaming to marry a rich or handsome man,

social approval of the young girls in the society and other house hold roles are always shown in

the television advertisements. An educated woman of today is also involved in professional

activities…but always traditional roles of the women are represented in the fairness television

advertisement, which is very discouraging.

Hurting the self esteem of the girls

TV advertisements play a vital role in hurting the self respect of the girls. After viewing the

advertisements black or dark skin color girls could have the feelings of inferiority, social

disapproval, lack of confidence, family and friends jokes aimed at their skin color, and other

psychological problems.

Claims made by the manufacturers increase the expectations of the consumers and when the

product actually does not deliver up to the expectations, it results in the consumer’s

dissatisfaction.

Nonprescription products

Most of these fairness creams are nonprescription products, and generally targeted to the young

female population of the society through TV commercials.

Dangerous effects

11

The dangerous effects of skin fairness cream usage and its advertisements. Maintain that

common skin whitening chemicals are linked with negative side effects for the face skin. Skin

whitening creams cannot be useful without the use of skin bleaching chemicals such as steroids,

mercury salts, hydroquinone and other skin damaging chemicals.

False claims and promises

False claims and promises about the product through marketing communications could be

categorized as unethical marketing practice. One of the basic areas of advertising regulation is

deception and unfair advertising.

Full disclosure of information

Majority of the people purchased the fair & lovely from the small or large grocery shops. These grocery stores do not keep any specialized person or beautician to suggest the product use. In general retailers in Pakistan are either illiterate or have little literacy skills. So they are not in a position to understand and convey the written product information to the buyers. The information, which is totally missing in the TV commercials, is the precautions of using these fairness creams.

Create Selfishness in the society

As the role of girl in the wedding dress wearing too much gold jewelry potentially increases the materialism and greed in the society.

Insulting to working women

We think that UNILIVER cannot defend this point. The fair based success formula was insulting

to working women in a brown skinned country like Pakistan. These women got the job based on

their qualification. Fair & Lovely didn’t help them to add value in their qualification to get a job.

The Solutions to the Problems

12

Is it Ethical to sell a product that is, at best, only mildly effective?

There are different reasons behind this.

First, when an organization behaves ethically, customers develop more positive attitudes about

the firm, its products, and its services. When marketing practices depart from standards that

society considers acceptable, the marketing process becomes less efficient—sometimes it is even

interrupted.

Second, ethical abuses frequently lead to pressure (social or government) for institutions to

assume greater responsibility for their actions. As a result, consumer interest groups, professional

associations, and self-regulatory groups exert considerable influence on marketing. Calls for

social responsibility have also subjected marketing practices to a wide range of federal and state

regulations designed to either protect consumer rights or to stimulate trade.

There are issues regarding different marketing practices but there should not any ethical issue in

selling of products which are mildly effective. Product can be mildly effective to the customers

and if customers are not willing to buy it then it is all right for them. But for less effective

products, selling those in the market is not ethical is not right.

Fair & Lovely is a product which can be mildly effective, because it is used externally for the

beautification purpose. If some one did not use it then that person will not die, as it is not a life

saving product. It is used to have brighter skin which can be an advantage to some one or can be

a desire to some one. There are not any laws that only the life saving of most effective product

are ethical to sell. Products have various purpose of use. So if some one wants to sell a product

which is mildly effective then that should not be recognized as unethical. People are free to do

different business. Only because of mildly effective make a business unethical is totally injustice

to that business.

Is it ethical to exploit cultural norms and values to promote a product?

Culture:

Culture generally refers to patterns of human activity and the symbolic structures that give such

13

activities significance and importance. Cultures can be "understood as systems of symbols and

meanings that even their creators contest, that lack fixed boundaries, that are constantly in flux,

and that interact and compete with one another.

Culture is manifested in music, literature, lifestyle, painting and sculpture, theater and film and

similar things. Although some people identify culture in terms of consumption and consumer

goods (as in high culture, low culture, folk culture, or popular culture), anthropologists

understand "culture" to refer not only to consumption goods, but to the general processes which

produce such goods and give them meaning, and to the social relationships and practices in

which such objects and processes become embedded. For them, culture thus includes art,

science, as well as moral systems.

Cultural Norms:

Passed from one generation to the next, cultural norms are the shared, sanctioned, and integrated

systems of beliefs and practices that characterize a cultural group. These norms foster reliable

guides for daily living and contribute to the health and well-being of the group. As prescriptions

for correct and moral behavior, cultural norms lend meaning and coherence to life, as well as the

means to achieve a sense of integrity, safety and belonging. Thus, normative beliefs, together

with related values and rituals, confer a sense of order and control upon aspects of life that might

otherwise appear chaotic or unpredictable.

Cultural Values:

Commonly held standards of what is acceptable or unacceptable, important or unimportant, right

or wrong, workable or unworkable, etc., in a community or society.

We have found that there are different values for different culture. In some culture white skin is

preferable in some culture black kin is preferable, in some culture sons are preferable and in

some culture daughters are preferable and so on. Marketers use these different preferences and

try to attract customers by showing customers desire without considering norms and values of

any culture. At that time marketers only intention is to earn profit so they try to exploit cultural

norms and values.

There are some rules and regulation regarding marketing promotions. There are also some rules

regarding advertising. That rules describes what a marketer can do in their advertisement and

14

what a marketer can not do in their advertisement. It is not ethical to exploit any cultural norms

or values through any advertisement. Advertisement is important for marketing promotion but by

exploiting any cultural norms and values, it will not be accepted to all.

Fair & lovely shows some advertisement in the media which exploit some cultural norms and

values. They showed some advertisement in which they preferred white skin people. That is not

ethical. People can be white or black which is gifted by Allah, but marketers are not allowed to

show this kind of preferences through their advertisement. Again they show that boys are

preferred for jobs rather than a girl and a family is wishing if they had a daughter who can help

that family for earnings, though that family has a daughter. It shows that Pakistani family wants a

son rather than a daughter which exploit culture.

That advertisement also indicates that boys are only for out side work. Girls are not for out side

work. Girls are only for household works which dominate girls’ prestige.

It indicates that girls can not work outside the houses they have. This also exploits the culture of

Pakistan. It shows that Pakistan culture is very conservative and does not want women to work

outside, which is not true in the reality.

That advertisement also shows that bright skin is prerequisite for a job, which is not true. There

are lots of people in different countries who are not bright but are working in air line industry. So

showing this kind of advertisement also exploits industrial rules internationally.

So we have found that this is not ethical to show or use any kind of advertisement which exploits

cultural norms, values and other things to promote any kind of products. If any company does

this kind of acts then they will be in a risk of any legal action by any other people and that may

also cause a very bad reputation for the company for the future business.

Fair & lovely is a branded product of UNILEVER Ltd. It is a top selling skin lightening cream in

Pakistan. In order to promote the UNILEVER product has presented Fair and Lovely

advertisements in front of the people. However, we the group think that the advertisement of Fair

and Lovely is damaging to women. Many of the cosmetics advertisements’ themes are the beauty

and the special function of the product .UNILIVER has advertised Fair and Lovely in this way. If

we think from this aspect, then the advertisement may be too similar to other cosmetic’s general.

15

But we the group has arrived at this point that UNILEVER has incorporated other elements and

stories to the advertisement and tried to convince to the customers. They have tried to give this

message that if customers use its products, they will be successful in their career and probably

have a higher social status. We consider this negative. In one of their advertisements

UNILEVER showed that the daughter was very looking and was unable to find a job. Her father

turned really upset and he was missing a son. He thought if he had a son then this situation would

not have appeared. However, the girl finally found a Fair and Lovely cream and she started to

use it. After some days she gradually became so beautiful and then got the opportunity to be a

flight attendant. This is so demeaning to women. It has showed that the main qualification for

women to get a job is the better looks but not the capability within her. If a girl is good-looking

and gorgeous then definitely she will get a good job. This is wrong. However, to get a job ones

knowledge and capability are very essential for a women. The way she looks is not only element

that is required.

Fair and Lovely has also demeaned women in another advertisement where attractive girl has a

boy friend and the darker one is unhappy. There is also a wrong message. There are many guys

who believes that dark is also a beauty and now a days people like black beauty. Therefore, we

the group thinks, the advertisements were a kind of demeaning women regardless of the social

influence. It is better if issues about any race, caste, skin color and nationality are avoided in the

advertisements.

Remedies to overcome deceptive advertisements

Cease-and- Desist Orders

The cease-and-desist orders, which prohibit the respondent from engaging any more in deceptive

practice, are actually the only formal procedure established by the Federal Trade Commission

Act for enforcing the prohibition of ' deceptive acts and practices.''

Restitution

Restitution means the consumer is compensated for any damage caused to him by the product

that had advertised claims not adequately substantiated. Restitution is rarely considered because

of its severity.

16

Affirmative Disclosures

If an advertisement has provided insufficient information to the consumers, an affirmative

disclosure might be issued Affirmative disclosure require 'clear and conspicuous disclosure' of

omitted information. Often the involved information relates to the deficiency or limitations of the

product or service possibly relating to matters of health or safety.

Corrective Advertising

Corrective Advertising requires the advertisers to verify past deception by making suitable

amendment in any of its future commercial.

Why is this advertising method illegal?

For two reasons.

It relies on false information

It works way too well

One of the main problems is that often times, these underhanded techniques work all too well.

They're based on deception, misdirection and other highly refined but sharply unethical

techniques. If the ad lies to the customer promising one thing but then tries to deliver something

else, that is unethical.

Marketing Plan

Transforming image from fairness to skin care

Enhancement of brand value by celebrity endorsement

Changing advertisement theme from failure-success to consumer preference

Tools to execute the plan

New products such as tanning cream, day and night formula, and specialist sunscreens,

also moisturizers should be introduced.

17

Fair and Lovely needs to move their brand image from a fairness cream towards “skin care

products”. Fair and Lovely advertisements mainly depend on the failure-success theme. They

show or comprehend that a girl is unsuccessful in getting a boyfriend, husband, parents’

satisfaction, or career progress because they do not look beautiful enough. Suddenly they come

in touch with Fair and Lovely and the losing story takes a dramatic turn into a winning formula.

For more than twenty years Fair and Lovely is depending on such ads. They seriously need to

change the theme. The theme should be more towards preference over other brands, quality of

the product, and brand value orientation. Ads should state that Fair and Lovely is much

preferable to consumers ahead of other brands for share quality and variation in products. The

expertise of different Fair and Lovely products should also be stated in the ads.

The concept Fair and Lovely should use to promote its products from now on to avoid

unnecessary controversies yet effectively advertise will need extension of product line and

redefining the advertising goals. Two main aspects would direct the processes:

Extension of current product line

Redefining the advertisement campaigns

Fair and Lovely needs to move their brand image from a fairness cream towards “skin care

products”. They already have soaps, so, going more adventurous should not harm the company-

UNILIVER. UNILIVER is one gigantic company not only in Pakistan, but also throughout the

globe (known as Unilever worldwide). Other massively popular brand from UNILIVER in

Pakistan is Lux soap. We, the optimist prime, think that UNILIVER needs to borrow some pages

from their own backyard. Lux could be seen as a good inspiration. The way UNILIVER

promotes Lux, should be used in promoting Fair and Lovely too.

Why such diversified campaign is needed?

Fair and Lovely seriously needs a good shake on the racks. It needs to break the barriers in

capturing the elite markets inside Pakistan. UNILIVER needs to ask them that if Olay and

Lakme can sell sunscreens and skin whiteners to the elite, why not they can do the same. The

18

new ad campaign will give them all the solutions they need. Fair and Lovely will no longer be

treated as a whitener for the middle and lower middle class people. Fair and Lovely can enter the

top end of the market and that too without changing the price too much. People just need to feel

that the product has got the desired quality. This can be ensured by innovative marketing.

With the new promotional activities, Fair and Lovely will show that they have a product for each

of the skin types and colors. Changing the color is not the main goal any more but making people

beautiful is. The existing market will be retained by the existing Fair and Lovely as well. So, the

market potential will be enormous. The process will work because:

Fair and Lovely already has the biggest market share in whitening.

New product line will bring fresh and heavy revenue.

Greater brand image will ensure better customer retention.

The new campaign will be able to avoid unnecessary controversies of the existing failure-

winning ads.

Self Regulation in Advertising

It is our responsibility to regulate our operations. And we must do it ourselves. Self regulation is

not a quick-fix solution; it will be completely ineffective with out commitment from and the

integrity of one and all. Self Regulation may require the following;

The development of a self-regulatory code of conduct covering all forms of media that is

sensitive to ethics, legalities, decency and truthfulness in advertising.

Provision for monitoring and accountability, including a policy allowing for the removal

of ads that violate the code.

Greater participation of advertising professionals in the regulatory process.

The inclusion of non-industry players in the process

Consumer awareness of the self regulation system.

Simplification of the complaint process against ads.

Transparency throughout the entire system.

19

These reforms will achieve three goals. They will make the industry accountable for its actions.

They will make regulators and critics think twice before attacking the industry and finally they

will lead the public to trust ads, advertisers and agencies.

Conclusion

Pakistan is one of the emerging in the cosmetic industry. There are a lot

of customers who have the resources to buy what they want. If company within the marketing

industry properly and effectively advertises their products or services, there would be a great

demand for them. Therefore, it is important to know how to properly market the specific product

within the Pakistani culture. As proven in the instance of the UNILIVER Company’s failure to

respect business ethics within the culture lead them to loose many customers in Pakistan. So

Pakistani consumers do not generally take any legal action in case of any unethical marketing

practices mainly because of unawareness, widespread illiteracy, poverty, absence of the

consumers groups and poor implementation of the commercial laws. The main cause of

deceptive advertising and unethical business practices are the clear absence of consumer

concerns in the judicial debate of Pakistan.

Advertisement Recommendations

20

One of the many changes that the UNILIVER Company should implement is changing

their marketing strategy. Some Pakistani people bought the Fair & Lovely product because they

liked the way this product was advertised. By using this product they hoped to find a true love or

a great job. The UNILIVER Company should emphasize more on the confidence of the women

rather then the beauty of the women. In their advertisement, rather then showing what the

woman would get from using their product they should show how confident the woman is after

using the product.

UNILIVER should avoid advertising how beautiful women look because of their fair

skin complexion. They should not persuade the customer to believe based on their advertisement

that fair skin is the trend of beauty. This kind of advertisement is not appropriate in Pakistani

culture because most Pakistanis have dark skin. Advertising that dark skin is unattractive is

unethical. By changing their advertisement strategy it would attract many new customers and

hopefully gain back their old customers as well.

Dissatisfied consumers complaining behavior can be categorized as either voice response to the

party directly involved in the complaint, negative word of mouth or legal action.

In spite of selling the product from traditional retail stores, companies must restrict the

distribution of their product to the medical stores only. Because the owners of the medical stores

in Pakistan do have license to operate, normally have educated staff and can convey the product

information to the consumers in their local language better than the conventional retailers.

It is important to understand the culture and policies of the market in order to properly advertise

in a way that would not offend any group of people. Also, when advertising cosmetics it is

important to be aware of truth in advertisements. In other words, the company should not make

promises in their advertisements that most likely would not be true.

In Pakistan today, the increasing number of women in the age group 22 to 45 are becoming

independent. They have the disposable income and the decision making power to buy what they

want. UNILIVER should take advantage of this statistic and start promoting their products to this

demographic. Female employees are conscious about picking the right makeup colors for the

office. Therefore they should have a line of make up specifically for working women. Today,

many women have more money to spend on separate sets of products, especially color cosmetics.

Many young women in Pakistan move into the work force instead being a stay at home mom.

UNILIVER should start promoting cosmetics that are proper in the business works and

21

emphasize advertisement how important it is to be presentable in the work place. In Pakistan

women in the work force are relatively new. UNILIVER could emphasize that women can be

presentable in Pakistan just as men.

Men are the emerging market of cosmetic and skin care. Specifically, to focus on the

middle class man in Pakistan, because they have the purchasing power. In their advertisement,

they could point out that men need to take care of their skin just as much as women. When using

UNILIVER beauty creams, it would help them to improve the condition of their skin and also

help them to stay young. By doing that it would make the company more diverse. Show the

professional roles of women in the TV commercials.

The UNILIVER Company should emphasize more on the confidence of the women rather then

the beauty of the women. In their advertisement, rather then showing what the woman would get

from using their product they should show how confident the woman is after using the product.

Although Government, Consumers and Industry self regulations could be used to regulate these

unethical advertising practices in Pakistan.

Appendix

22

www.uniliver.com

www.caninkare.com

www.dailytimes.com

www.wikipedia.com

www.Pakistanfm.com

www.mytholand.com

www.yahoo.news.com

www.aidwa.com

www.Pakistantoday.com

www.statesman.com

www.heraldtribune.com

www.time.com

www.financialtimes.com

www.theeconomictimes.com

23