Unilever to drop ‘Fair’ from Fair & Lovely; will rebrand in the coming months

Fair & Lovely

Unilever has announced the removal of the words ‘fair/fairness’, ‘white/whitening’, and ‘light/lightening’ from its products’ packs and communication. As part of this decision, the Fair & Lovely brand name will be changed in the next few months.

Sunny Jain, President Beauty & Personal Care, explains, “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.”

“We have been working on the evolution of our Fair & Lovely brand, which is sold across Asia, progressively moving to a more inclusive vision of beauty that celebrates skin glow. We have changed the advertising, communication, and – more recently – the packaging in South Asia, and we think it’s important that we now share the next step that we have been working on: changing the brand name. We will also continue to evolve our advertising, to feature women of different skin tones, representative of the variety of beauty across India and other countries. We want Fair & Lovely to become a brand that celebrates glowing and radiant skin, regardless of skin tone,” adds Jain.

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The company says they are aware that historic advertising is available on the internet but the ads are not aligned with the current values of the brand.

In 2019, the brand removed before-and-after impressions and shade guides that could indicate a transformation, from Fair & Lovely packs in India; and they have progressed all communication of product benefits towards glow, even tone, skin clarity, and radiance.

The next step they are taking is updating its brand name, which will be shared once several legal and regulatory requirements are met in each country where the brand is available. This registration process is underway and expected to be unveiled within the next few months.

The words ‘white/whitening’, ‘light/lightening or ‘fair/fairness’, will no longer be used for all Unilever’s Beauty & Personal Care brands.



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