By any other name? P&G to re-brand skin lightening creams

By any other name? P&G to re-brand skin lightening creams

THE WHAT? Procter & Gamble’s Chief Brand Officer, Marc Pritchard has revealed that the company is revisiting its portfolio to weed out any biased messages, according to a report filed by Bloomberg from the Equality Summit.

THE DETAILS However, when asked whether the company would cease the sale of problematic products such as whitening and lightening creams, Pritchard would only confirm that such skin care lines would be renamed ‘at a minimum’.

THE WHY? With the global skin lightening products market valued at US$8.3 billion in 2018, it’s no wonder that the P&G executive stopped short of pledging to can the category – although that doesn’t make it right, especially as the US FMCG giant is behind high-profile anti-racism campaigns such as The Look. Thus far, Johnson & Johnson is the only key industry player to exit the category, while Unilever and L’Oréal have rebranded.

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