The multinational company, Uniliver, is to rename Fair & Lovely, a skin-lightening cream that has been criticized for promoting contradictory stereotypes around dark skin tones.
The brand will also remove references to “whitening” or “lightening” on the products sold across Asia.
The new brand name for Fair & Lovely will be revealed in the next few months once various legal and regulatory conditions are met in each country where the brand is available.
The President of the beauty and personal care, Sunny Jain, said, “We are fully committed to having a global collection of skincare brands that is comprehensive and cares for all skin tones. We understand that the use of the words’ fair’, ‘white’ and ‘light’ suggest a singular idea of beauty that we do not believe is right, and we want to address this concept.
As we are evolving the way that we communicate the skin benefits of our products that deliver luminous and even-toned skin, it’s also essential to change the language we use.” He added.
Changing the brand name
“We have been working on developing our beauty brand, changing the advertising, communication, and – more recently – the packaging in South Asia. We think it is imperative that we now share the next move that we have been working on: changing the brand name.”
We will continue to evolve our advertising to feature women of different skin colors, representing a diversity of beauty in various countries. We want Fair & Lovely to become a brand that celebrates gleaming and radiant skin, regardless of skin tone,” added Jain.
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