Dove owner Unilever's Skin lightener exploits South Asians, prof says

Unilever accused of targeting poor, illiterate women

Unilever, who markets Dove is being accused of sending mixed messages. While in North America they promote "Real Beauty' in India they sell the product Fair and Lovely which promotes women having lighter coloured skin. There are commercials for it on YouTube. The ads too are considered sexist by many.

According to Erin Kobayashi, Fashion and Beauty Writer, "Karnani, a Harvard graduate, currently working on an academic case study about Fair & Lovely's marketing tactics, is not only dismayed by what he sees as sexist and racist attitudes, but thinks the brand is targeting the poor in India. According to Karnani, the "whiter is better" messages in Fair & Lovely's TV commercials are explicit because they are meant to be delivered to South Asian women who cannot read or write. Only 48.3 per cent of Indian women are literate"

Unilever does not market the product in Canada but it is available and according to the owner of Kohinoor Foods in Toronto it is pouplar among younger women.

Source: Toronto Star Mar 01, 2007 (pg B2) Erin Kobayashi, Fashion and Beauty Writer