Recently, Unilever has announced that it will rename Fair & Lovely as it looks forward to ending references to ‘whitening’, ‘lightening’ or ‘fairness’.
Statements From The Company
The changes will remove words from their products’ packs and communication. They will reveal the new brand name for Fair & Lovely will be revealed in a few months. This shall happen once the company fulfills several legal and regulatory requirements in countries where the brand is available. Sunny Jain, president – beauty and personal care announced the same recently. They want to establish a portfolio that cares for all skin tones. In order to celebrate a diversity of beauty. Also, they recognize the use of the words ‘fair’, ‘white’ and ‘light’ suggest a singular ideal of beauty. And this is something that they don’t think is right, and we want to address it. To change the way they advertise the skin benefits of products, it’s also important to modify the language they use.
Situation In India
In India, the preference for lighter skin has been around for a long time and contentious. People who oppose the use of cosmetics for skin-lightening say some of the best-known Bollywood stars have aggravated the trend. They do this by lending their names and faces to advertising campaigns that promote ‘fairness’ creams.
Beauty brands across the globe have benefited from booming global business in skin lightening products. Before the recent criticism, the predictions international market for skin whitening cosmetics to reach more than $6.5 billion by 2025, according to a report.
Businesses around the world have adjusted their brands in recent weeks in response to protests against racial discrimination incited by the death of George Floyd. Over the last month, several major companies have renamed or retired products, including Quaker Oats with its Aunt Jemima brand in the United States and Nestle with its Red Skins and Chico’s sweets in Australia.