In a move forward, Hindustan Unilever has decided to remove the word ‘fair’ from its skincare cream ‘Fair & Lovely’ and said that they have decided to rebrand the product.
In a communique released by the company on Thursday, they have stressed on embracing a more inclusive vision of beauty and ending references to whitening, lightening, and fairness.
They also emphasized that in 2019 the company removed the before and after impressions and shade guides from the product’s packaging that could indicate transformation. Having said that they have reflected on this evolution and are moving towards a new vision of positive beauty.
We’re committed to a skin care portfolio that’s inclusive of all skin tones, celebrating the diversity of beauty. That’s why we’re removing the words ‘fairness’, ‘whitening’ & ‘lightening’ from products, and changing the Fair & Lovely brand name.https://t.co/W3tHn6dHqE
— Unilever #StaySafe (@Unilever) June 25, 2020
Sunny Jain, President Beauty & Personal Care said that “We have been working on the evolution of our Fair & Lovely brand, which is sold across Asia, progressively moving to a more inclusive vision of beauty that celebrates skin glow. We have changed the advertising, communication, and – more recently – the packaging in South Asia, and we think it’s important that we now share the next step that we have been working on: changing the brand name.”
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The company also explains that they will also continue to evolve their advertising, to feature women of different skin tones, representative of the variety of beauty across India and other countries.
While talking about updating its brand name, the company affirmed that it will require a few months for the launch of the new name of the product, since several legal and regulatory requirements and registration processes are already under its way.
This just came after American brand Johnson and Johnson decided to shut the sales of its two fairness products in India, earlier this week. J&J has shunned it’s Neutrogena Fine Fairness cream and Clean & Clear fairness cream.
This seems to be a great initiative by the company to make all beauty tones socially more acceptable and change the notion of beauty standards.
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