Unilever is going to change the name of their flagship product Fair & Lovely

The wave of anti-apartheid movement that has spread around the globe has come to the cosmetics market Also. The name of ‘Fair and Lovely’, a popular whitening cream in South Asia, is going to change. It’s definitely going to lose the “Fair” part. British-Dutch multinational consumer goods company Unilever has announced the change of its flagship product in a press release published today (25 June).

Unilever proclaimed today the next step in the development of its skincare collection to a more inclusive vision of beauty. Which includes the extraction of the words ‘fair/fairness’, ‘white/whitening’, and ‘light/lightning’ from its all products’ packs and communication. As a component of this determination, the Fair & Lovely brand name will be changed in the next few months.

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Following the release of Unilever’s announcement, First Hindustan Unilever Limited of India and then Unilever Bangladesh Limited-UBLO made the announcement on Thursday.

Johnson & Johnson announced the closure of two color-enhancing products in Asia, the Middle East and India after global anti-apartheid protests erupted over the death of black George Floyd. In the midst of such a movement, Unilever is in trouble as the whitening products are still on the market. But now they say, this brand welcomes any skin color.

Sunny Jain, President Beauty & Personal Care (Unilever), explains, “We are fully committed to having a global portfolio of skincare brands that is inclusive and cares for all skin tones, celebrating greater diversity of beauty. We recognize that the use of the words ‘fair’, ‘white’ and ‘light’ suggest a singular ideal of beauty that we don’t think is right, and we want to address this. As we’re evolving the way that we communicate the skin benefits of our products that deliver radiant and even-toned skin, it’s also important to change the language we use.”

Kedar Lele, Managing Director (MD) and Chief Executive Officer (CEO) of Unilever Bangladesh, said, In 2019, the brand communication process was modernized with the use of the word ‘glow’ instead of ‘fairness’, which represents overall healthy skin.

“We are now announcing that we will remove the word ‘Fair’ from our ‘Fair and Lovely’ brand name. The brand’s new name is awaiting approval and the product with a revised name will be available in the next few months,” Lele added.

Sanjeev Mehta, chairman and managing director of Hindustan Unilever Limited, told the Times of India, “We are working on talking about taking care of all skin types. We want to celebrate the range of beauty even bigger.

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