Karnani, Aneel / 2007. Doing well by doing good - case study: 'Fair and Lovely' whitening cream.
Strategic Management Journal, 28: 1351-1357.

According to the ‘doing well by doing good’ proposition, firms have a corporate social responsibility to achieve some larger social goals, and can do so without a financial sacrifice. This research note empirically examines this proposition by studying in depth the case of ‘Fair & Lovely,’ a skin whitening cream marketed by Unilever in many countries in Asia and Africa, and, in particular, India. Fair & Lovely is indeed doing well; it is a profitable and fast-growing brand. It is, however, not doing good, and I demonstrate its negative implications for public welfare. I conclude with thoughts on how to reconcile this divergence between private profits and public welfare.

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Appeared in

Sector: Education, Gender
Region: South Asia, West Asia