LONDON – After dropping ‘Fair’, Unilever is also dropping ‘Lovely’ from the name of Fair & Lovely, a skin-lightening cream which has been criticised for promoting discrimination, The Dependent has reliably learnt.
Unilever, which has already vowed to remove references to “whitening” or “lightening” on the products sold across Asia, will also be removing any references to “beauty”.
Unilever had earlier acknowledged that its branding suggested “a singular ideal of beauty”. Now, sources have informed The Dependent that the increasingly progressive brand is going to acknowledge the hollowness in the suggestion that beauty is linked to one’s skin at all.
“Our product has built upon, perpetuated and benefited from internalised racism, we have realised. However, what is even truer is that our product has built upon, perpetuated and benefited from the very concept of beauty being a tangible physical attribute,” Sunny Jain, President of Beauty & Personal Care at Unilever told The Dependent.
“The ‘Fair’ in Fair & Lovely told you that there is something wrong with your colour, that you have to be light in order to feel beautiful and worthy. However, the ‘Lovely’ in Fair & Lovely tells you that there is something wrong with your skin, that you have to have put something on your skin to feel beautiful and worthy. We are condemning the very idea that beauty is a physical attribute,” Jain added.
Unilever confirmed that the former Fair & Lovely would henceforth be known as ‘&’, a symbol that would symbolise the brand’s commitment to women, and men, who should not buy any rebranding of any beauty product, since beauty lies within.