MUMBAI: In a major rebranding initiative, Hindustan Unilever has announced that it will stop using the word ‘Fair’ in the brand name ‘Fair & Lovely’.
Parent Unilever had come under pressure to 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’s 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, HUL said, “We are making our skin care 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.”
TOI was the first to report about how marketers have adopted a new nomenclature and changed the semantics in the fairness creams space. Instead of `fairness’, most products talk about “glowing”, “flawless”, “brightness” in their communication to consumers. The word “fair” exists only in the brand name, a conscious effort on the part of marketers.
For most consumers in India, a fairness product is said to be the first point of entry into the world of beauty.
In past interviews to TOI, Unilever’s leaders have maintained that Fair & Lovely is “a safe skincare product, which is not the case for many alternatives used by consumers… and that the product boosts the confidence of women”.Hindustan Unilever to drop ‘Fair’ from ‘Fair & Lovely’