Unilever removes ‘Fair’ from ‘Fair & Lovely’ product, new name shortly
View(s):Unilever Sri Lanka announced this week the next step in the evolution of its skin care portfolio, with the rebranding of its flagship brand Fair & Lovely.
Taking forward the brand’s journey towards a more inclusive vision of beauty, the company will stop using the word ‘Fair’ in the brand name ‘Fair & Lovely’. The new name is awaiting regulatory approvals and the company expects to change the name in the next few months, the company said on Thursday.
A Reuters report from Mumbai said that Unilever will drop the word “fair” from its “Fair & Lovely” skin lightening products, it said on Thursday, in the latest makeover of a brand in response to a global backlash against racial prejudice.
“Over the past few years, 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 brand is committed to celebrating all skin tones. In 2019, the brand’s communication moved away from the benefits of fairness, whitening and skin lightening, towards glow, even tone, skin clarity and radiance, which are holistic measures of healthy skin. Unilever Sri Lanka has also removed the cameo with two faces showing shade transformation, as well as the shade guides from its packaging in its wider portfolio. The company will continue to evolve its advertising, to feature women of different skin tones, representative of the variety of beauty across Sri Lanka,” the statement in Colombo said.
Hajar Alafifi-Laadel, Chairperson & Managing Director of Unilever Sri Lanka said, “We are making our skin care portfolio more inclusive, celebrating the true diversity of beauty. The brand’s communication has progressed from fairness to the skin’s natural glow which is a more holistic measure of healthy skin. This change has been very well received by our consumers. We are now announcing 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.”
Fair & Lovely is based on pioneering technology that has made multiple skin health benefits available to millions of consumers at an affordable price. The brand has been progressively changing its formulation, and includes other vitamins like B6, C & E, allantoin, known to improve skin health and protect the skin from external aggressors, UV rays and environmental pollution. The product is designed to improve skin barrier function, improve skin firmness and smoothen skin texture – all of which help enhance radiance and glow holistically. The brand has never been and is not a bleaching product.
In addition to the changes to Fair & Lovely, the rest of Unilever Sri Lanka’s skincare portfolio will also reflect the new vision of positive beauty, the statement said.