J&J sets aside fairness business to stand with #BlackLivesMatter movement

Now with J&J taking its brand out of the game, other brands have a larger slice of the pie to carve out, but is there a risk in doing that?

Topics
Black Lives Matter | Fairness creams | Johnson & Johnson

Viveat Susan Pinto & T E Narasimhan | Mumbai/Chennai Last Updated at June 22, 2020 21:40 IST

For the lucrative market for fairness creams in India, stereotypes have never been a problem. For years, the advertising narrative has used fairness as a stand-in for beauty and confidence with great efficiency and impact; fuelling the desire for lighter skin tones and creating a thriving market for fairness creams, estimated at nearly Rs 5,000 crore in size.

Both men and women, say experts, are equal users of fairness creams in India, with most personal care majors rushing to cash in on the fever. Some of the country's top players in the fairness category include names such as ...

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First Published: Mon, June 22 2020. 21:32 IST

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J&J sets aside fairness business to stand with #BlackLivesMatter movement

Now with J&J taking its brand out of the game, other brands have a larger slice of the pie to carve out, but is there a risk in doing that?

TO READ THE FULL STORY, SUBSCRIBE NOW NOW AT JUST Rs

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