The Indian wing of world-wide consumer big Unilever on Thursday, June 25, announced that the enterprise would be eliminating the words and phrases ‘fairness’, ‘whitening’ and ‘lightening’ from products, and altering the Reasonable and Beautiful manufacturer identify.
The decision to rebrand its pores and skin-lightening product ‘Fair and Lovely’ arrives as the business was criticised for marketing damaging stereotypes relevant to darker skin tones. A handful of times again, American multinational Johnson and Johnson stated that it will be halting the sale of two fairness merchandise that are sold in India.
‘Removing phrases ‘fairness’, ‘whitening’ & ‘lightening’ from items’
Taking to Twitter, Unilever wrote, “We’re fully commited to a skin treatment portfolio which is inclusive of all pores and skin tones, celebrating the diversity of beauty. Which is why we’re eradicating the phrases ‘fairness’, ‘whitening’ & ‘lightening’ from products, and transforming the Honest & Beautiful manufacturer identify.”
The new name for the product was awaiting regulatory approvals, says Hindustan Unilever soon after saying that it would drop the phrase ‘Fair’ in the brand.
In a push launch, the firm explained, “We have been performing on the evolution of our Honest & Lovely model, which is sold across Asia, progressively shifting to a additional inclusive vision of elegance that celebrates skin glow. We have changed the advertising and marketing, interaction and – extra not too long ago – the packaging in South Asia, and we believe it can be crucial that we now share the subsequent phase that we have been functioning on: changing the brand name. We will also continue on to evolve our promoting, to aspect women of distinct skin tones, consultant of the range of natural beauty across India and other international locations. We want Good & Charming to turn out to be a brand that celebrates glowing and radiant pores and skin, irrespective of skin tone.”