“Pretty 24 would liberate Indian women from the discrimination faced on the basis of skin tone,” Patel told ET. Personal care brands have all along made consumers believe that one can achieve fairness through application of skin creams. But one can never change one’s skin tone. One may minimise or repair the damage caused by aging and pollution, but never change the tone, he said.
“While it may be one’s desire to be fair, but you cannot ride on desire that will only bring in disappointment. There is no market for me today because every brand in the category has convinced the consumer that they need to look fair to be successful in life. But I hope to debunk those myths,” he said. Pretty 24 is for all skin tone-types and does not make any claims to change skin tones.
Source Name – Economic Times – Retail