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 will be announced after the necessary regulatory approval.
Over the last decade, Fair & Lovely’s advertising has evolved to communicate a message of women empowerment. The brand’s vision is to adopt a holistic approach to beauty that cares for people and that is inclusive and diverse - for everyone, everywhere. The brand is committed to celebrating all skin tones.
In 2019, the brand’s communication moved away from benefits of fairness, whitening and skin lightening, towards the glow, even tone, skin clarity and radiance which are holistic measures of healthy skin.
Unilever Pakistan has also removed all visuals or words on Fair & Lovely’s packaging that could indicate a fairness-led transformation – including the removal of dual-faced cameo showing shade transformation, as well as the shade guides.
Unilever Pakistan upholds principles that no association should be made between skin tone and a person’s achievement, potential or worth.
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