In a bid to become more inclusive, Unilever Pakistan announced on Thursday that it will be rebranding its flagship brand Fair & Lovely.
To make the brand more inclusive, the company would stop using the word ‘fair’. The new name of the product would be announced after the necessary regulatory approval, a statement said. “The brand is committed to celebrating all skin tones,” it added.
Unilever Pakistan, Chairman & CEO, Amir Paracha said, “Unilever is an organization that is evolving continuously, and today we have taken the next bold step in our evolution by committing to a more inclusive and diverse portrayal of beauty. This ambition has been in the works for some time with significant steps such as the removal of the dual-faced cameo and shade guides from the packaging of Fair & Lovely in 2019.”
The brand’s advertising has been changing since 2014, to a message of women empowerment. Fair & Lovely upholds principles that no association should be made between skin tone and a person’s achievement, potential or worth. We are aware that historic advertising is available on the internet; these ads are not aligned with the current values of the brand.
Fair & Lovely has never been, and is not, a skin bleaching product. The brand uses a combination of vitamin B3, glycerine, UVA and UVB sunscreens. This was a much-needed move from harmful chemicals like mercury and bleach, which consumers were using. 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, as currently represented in advertising and communication.
In addition to the changes to Fair & Lovely, the rest of the brand’s skincare portfolio would also reflect the new vision of positive beauty, the statement said.
