Unilever to drop fair from Fair & Lovely after massive backlash
The Indian arm of global consumer giant Unilever said on Thursday it would rebrand its skin-lightening cream ‘Fair and Lovely’, which has been criticized for promoting negative stereotypes related to darker skin tones. Hindustan Unilever said it would stop using the word 'Fair' in the brand, adding that the new name for the cream was awaiting regulatory approvals.
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
In the statement, the company also said that it will evolve a skincare portfolio to embrace a more inclusive vision of beauty. They said that they will remove the words fair/fairness, white/whitening, and light/lightning from its products’ packs and communication. Sunny Jain, President Beauty, and Personal Care said in a statement, "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 (sic)."