Company to drop 'Fair' from 'Fair & Lovely'

Hindustan Unilever, the Indian arm of global consumer giant Unilever, has announced to stop using the word 'Fair' in the brand name of their skin cream 'Fair & Lovely' in a major rebranding initiative.

Parent Unilever recently had come under pressure too for its presence in skin lightening products after Johnson & Johnson exited the market following a global momentum gathering steam against racism following the killing of George Floyd in Minneapolis in Minnesota.

Over the last decade, Fair & Lovely advertising has evolved to communicate a message of women's empowerment. The brand's vision is to adopt a holistic approach to beauty that cares for people, that must be inclusive and diverse - for everyone, everywhere.

The company said the brand is committed to celebrating all skin tones.

Sanjiv Mehta, chairman and managing director of HUL, said, "We are making our skincare portfolio more inclusive and want to lead the celebration of a more diverse portrayal of beauty. In 2019, we removed the cameo with two faces as well as the shade guides from the packaging of Fair & Lovely and the brand communication progressed from fairness to glow which is a more holistic and inclusive measure of healthy skin. These changes were very well received by our consumers."

"We now announce that we will remove the word 'Fair' from our brand name Fair & Lovely. The new name is awaiting regulatory approvals, and the pack with the revised name will be available in the market in the next few months," he added.

(Source: Times of India)