Beauty can be associated to anything as per individuals perception. Everyone has different meaning of beauty.Brands have exploited this emotion and changed it from WANT TO BE BEAUTIFUL to WANT TO BE FAIR
Instagram Filter, YouCam promotes itself as it will make you look beautiful whereas it just makes you look fair
Social media – Peer pressure most of us wants a perfect beautiful picture to go on social media.
Beauty standards are High for a women – Gender Bias
Beauty lies in the eyes of the beholder – Plants, animal any living being or object can come across as beautiful if you have positive emotions towards it
3. Understand the word ‘Beauty’
• Everyone wants to look beautiful
• Beauty can be associated to anything as per individuals perception. Everyone has different meaning of
beauty
• Indian society since ages have packaged beauty as white skin
• Brands have exploited this emotion and changed it from WANT TO BE BEAUTIFUL to WANT TO BE FAIR
• Instagram Filter, YouCam promotes itself as it will make you look beautiful whereas it just makes you look
fair
• Social media – Peer pressure most of us wants a perfect beautiful picture to go on social media.
• Beauty standards are High for a women – Gender Bias
• Fair & Lovely had a shade card for fairness
• Things are changing now Fair & Lovely is now Glow & Lovely
• Dove is creating almost all its ads on social awareness of inner beauty
• Beauty lies in the eyes of the beholder – Plants, animal any living being or object can come across as
beautiful if you have positive emotions towards it.
• If you feel beautiful, it lights up your mood
4. Dove Ad
Questions Our Thoughts
What are the first 6 words that comes to your mind Emotional, Irrelevant, Hypocritical, Exposing
matchmaking and Psychological
Review the ad 3 out of 4 women are rejected as prospective brides
due to beauty biases and their looks, indicates the
Dove’s Beauty Test Study. Matrimonial statistics from
the Unilever-owned personal care brand reveal how
society subjects every Indian woman to a ‘test of
beauty.’ Dove aims to nudge society, gently and firmly,
with its message, ‘when you look for beauty, you will
find beauty. When you look for flaws, you will find
flaws.
Metaphor Beauty is the Ocean of Wonder, it is not the colour of
it. Elegance is internal, beauty eternal
Person whom you can associate to and why? Bhumi Pednekar
The kind of films that she chooses depicts her
personality of going against all odds for what is right
Toilet
Dum lagake haisha
She is strong, opinionated and breaking society barriers
Click to play the ad
5. Fair and Lovely Ad
Questions Our Thoughts
What are the first 6 words that comes to your mind Irrelevant, Narrow minded, humiliating and ludicrous,
Social Stigma (Indian Context), Middle Class
Review the ad They want to prove if you are fair and beautiful you are
successful, you are confident only if you are beautiful.
And is unethical and also socially irresponsible. The Ad
showcased a 4 step process that is so simple to make
your face glow. The Ad wanted to also prove that if you
use Fair and Lovely, your confidence level goes up.
Metaphor Bold & the Beautiful,
Beautiful & Successful, Beauty gives you Victory.
Person whom you can associate to and why? Shilpa Shetty Kundra, Madhuri Dixit Nene
Click to play the ad
6. Glow and Lovely Ad
Questions Our Thoughts
What are the first 6 words that comes to your mind Racist, Criticism, Narrow minded
Review the ad Even though because of multiple criticism in India &
movements like Black lives matters in Western
countries the company has changed their product name
to “Glow and Lovely” from “Fair and Lovely”, still the
ideology behind the ads remains the same.
Metaphor Hypocritical
Person whom you can associate to and why? Karan Johar ,
Judgmental, stereotype, ranking and exaggerating life Click to play the ad
