THE WHAT? Unilever has announced that it is taking the next step in the evolution of its portfolio to a more inclusive vision of beauty, which includes the removal of the words ‘fair/fairness’, ‘white/whitening’ and ‘light/lightening’ from all product packs and communication.
THE DETAILS As part of this initiative, the London-based FMCG giant will be altering the name of its popular Fair & Lovely brand, which is sold across Asia.
“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,” said Sunny Jain, President Beauty & Personal Care. “We will also continue to evolve our advertising, to feature women of different skin tones, representative of the variety of beauty across India and other countries. We want Fair & Lovely to become a brand that celebrates glowing and radiant skin, regardless of skin tone,” adds Jain.
THE WHY? Jain revealed that the company was ‘fully committed to having a global portfolio of skin care brands that is inclusive’. However, criticism continues to be levelled at the brand over its product claims; according to a report published by Reuters, the rebrand has been slammed by some as a gimmick, which does not fully address the problematic colourism.