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?

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 Emami, Hindustan