In recent years, skin-lightening products have received a lot of flak on social media for feeding an unhealthy obsession with fairness that is prevalent in our country. Brands have been held accountable for their lack of inclusivity and in a way stigmatising people with darker skin tones. Recently, in a move to eradicate skin-colour based discrimination, arrange marriage portal Shaadi.com removed their ‘skin colour’ filter.
And now, in a welcome move, Hindustan Unilever has decided to drop the word ‘Fair’ from their brand ‘Fair & Lovely’, reports TOI.
Chairman and Managing Director of Hindustan Unilever, Sanjiv Mehta said:
“We are making our skin-care portfolio more inclusive and want to lead the celebration of a more diverse portrayal of beauty. We will remove the word ‘Fair’ from our brand name ‘Fair & Lovely’.”
According to Hindustan Unilever’s official statement, words indicating fairness led transformation like whitening, lightening, fairness, etc. no longer will be used on the packaging, advertisements showing two-face shade transformation and shade cards from packages are to be removed. They will further be working towards evolving their advertising to feature women of different skin-tones.
⭐️ NO MORE "Fair & Lovely"
Hindustan Unilever will drop the word "Fair" from their brand Fair & Lovely.
TO BE REMOVED:
❌ Words like "fairness, whitening, lightening"
❌ Two faces of shade transformation.
❌ Shade guides.
✅ Ads will now show women of different skin tones. pic.twitter.com/h4JJb5MCZN
— StockTalk (@stocktalk_in) June 25, 2020
People on the internet are celebrating HUL’s move and said it was a long-awaited decision. While many said that we, as a country, have miles to go before fully eradicating skin-tone based discrimination, this is a good start.
"Fair & Lovely" wasn't lovely
"Lovely" is Lovely
Step in the right direction
— Save Invest Repeat 📈 (@InvestRepeat) June 25, 2020
It was long overdue @HUL_News. Congratulations on making the right decision.
HUL Rebrands its flagship brand Fair & Lovely. Towards a more inclusive vision of beauty, the co will stop using the word ‘Fair’ in the brand name ‘Fair & Lovely’.
— Harshada Sawant 🇮🇳 (@AEHarshada) June 25, 2020
Fair & Lovely is finally moving on to a more respectable branding.
Next in line should be 'Pond's White Beauty', S. Husain's 'Fair One', Garnier's 'Light Complete', Biotique's 'White Orchid Skin' and every other such product that promotes -ve stereotypes for darker skin tones! https://t.co/EbV5AW5S9z
— Sherlyn (@SherlynDudeja) June 25, 2020
#wows it worked, sort of… HUVR IN : Unilever to Rename Fair & Lovely Skin Lightening Cream in India. will also remove the terms “fair,” “whitening” and “lightening” from Fair & Lovely’s packaging and marketing material #blacklivesmatter #skincolordoesntmatter
— Anuja (@anuja_aga) June 25, 2020
Fair & Lovely to drop Fair from its name. Huge win.
Now can we talk about skin care clinic chains which offer methods to make ppl fair by peeling skin or some such stuff? I know women who keep getting them done, and skin goes back to normal shade after some time. It's insane.
— Samarpita Mukherjee Sharma 🇮🇳 (@BookLuster) June 25, 2020
Fair in Fair & Lovely bhi like! pic.twitter.com/BPKgPR3ssT
— Rohit.Pandey (@rohitPandeyy) June 25, 2020
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It's high time brands become more responsible and regulators and courts need to keep pushing for it. Should have been done long back but better late than never.
— Meenu Sharma (@meenusharma01) June 25, 2020
— श्रुति⁷ ⟭⟬ 𖧵 (@Desimmyy) June 25, 2020
.@tanya_janghel wrote this just a few days ago, "I think now its high time that FAIR & LOVELY change their brand name and removes the word FAIR." Finally, it's happening.
And about time too! https://t.co/mq1e11SKye
— Mahesh Mali (@wordstruggler) June 25, 2020
HUL to drop 'Fair' from 'Fair & Lovely'. Better late than never. https://t.co/YA1oLinlCa
— 🔱 (@rkartha) June 25, 2020
Welcome step of HUL by changing the name of Fair & Lovely. Although racism in India could be a problem of next 50 years in India. We have a long path to go crossing discrimination based on religion, caste and Income.
— Da lie Lama 🙏 (@STharoar) June 25, 2020
After so many years of bad mouth finally!
HUL to drop 'fair' from Fair & Lovely; new name after regulatory nod https://t.co/0S0a9vqBJu
— Anmol Agrawal 🇮🇳 (@anmolagrawal95) June 25, 2020
Fair & Lovely no more !!!! And thank God for it. @Unilever set to rebrand (change the name ) of it's bestseller fairness cream.
— Shreya Dhoundial (@shreyadhoundial) June 25, 2020
This might be a small step, but at least it is a step in the right direction.