In late 2012, local cosmetic company Lata Herbal was fined Tk2.5 lakh, with police ordered to sue their chairman Ayub Ali for making fairness creams using toxic chemicals, including mercury. Despite these risks, the market is ripe with skin fairness creams, skin brightening soaps and herbal creams that promise to lighten, brighten and eliminate any signs of dark spots and dark skin. According to a 2013 study, “Strategy for Maximizing Customer Lifetime Value: A Study on Fairness Cream Users of Bangladesh”, from a sample of 300 fairness cream users, it was found that fear of experimenting with new brands was one reason consumers preferred and continue to use tried and tested brands. A fairness cream's lifetime value is heightened by ads and marketing schemes that give the idea that the customer is using "the best brand in the market." The level of international recognition a fairness cream brand has also influences a consumer's choice, easily explaining how Fair & Lovely thrives in the Bangladeshi market.

Source: Dhaka Tribune January 18, 2019 18:30 UTC