Unilever says it is removing terms like “whitening,” “lightening” and “fair” from its marketing language to better promote racial inclusion in the beauty industry. As part of the push, the consumer products giant will rename its Fair & Lovely product range.
Calls to rename products and logos with troublesome stories and racist overtones have swept the world following the death of George Floyd on Memorial Day in police custody.
To celebrate a “more inclusive vision of beauty,” Unilever announced Thursday that the company will no longer use the words “white / whitening,” “light / lighting” and “fair / just” in its Beauty and Personal Care. Brand portfolio.
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“We are fully committed to having a global portfolio of skin care brands that is inclusive and cares for all skin tones, celebrating a greater diversity of beauty,” Sunny Jain, president of Beauty and Personal Care, said in a statement. “We recognize that the use of the words ‘fair,’ ‘white,’ and ‘light’ suggests a unique ideal of beauty that we don’t think is correct, and we want to address this.”
“As we evolve the way we communicate the skin benefits of our products that deliver radiant and even skin, it’s also important to change the language we use.”
With that said, Unilver now plans to rename its Fair & Lovely brand, sold in Asia.
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The Associated Press reports that the change will involve dropping the word “fair,” according to a statement from Hindustan Unilever Limited. The new name is said to be awaiting regulatory approval.
At launch, Unilever emphasized that its Fair & Lovely range “has never been, and is not, a skin whitening product.” The global consumer company said its advertising for Fair & Lovely products has evolved since 2014.
Competitor Johnson & Johnson also recently revealed that it will launch two skin whitening product lines for sale in Asia and the Middle East, with plans to launch Band-Aid bandages to combine more diverse skin tones.
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