New Delhi | Jagran Business Desk: The Indian arm of global FMCG major Unilever said on Thursday that it would rebrand its skin cream 'Fair and Lovely', adding that it would remove the word 'Fair'. The move comes amid widespread criticism for promoting negative stereotypes related to darker skin tones. 

"We’re committed to a skin care portfolio that's inclusive of all skin tones, celebrating the diversity of beauty. That’s why we’re removing the words ‘fairness’, ‘whitening’ & ‘lightening’ from products, and changing the Fair & Lovely brand name," Unilever said in a tweet. 

Hindustan Unilever said it would stop using the word ‘Fair’ in the brand, adding that the new name for the cream was awaiting regulatory approvals.

Products marketed as skin lightening have a huge market in South Asia, due to a societal obsession with fairer skin tones.

Unilever's 'Fair & Lovely' brand dominates the market in South Asia, while similar products are sold by L'Oreal
and Procter & Gamble. Amid Black Lives Matter protests in recent weeks, some of the companies have been heavily criticized for selling products promoting colourism, or discrimination based on skin colour.

Earlier, Reuters had reported that Unilever was considering marketing changes to its dominant lie of skin lightening creams, according to a company source in South Asia, even as the company and its rivals face a growing global social media backlash against such products.

The move comes at a time when several companies have been severely criticised for for selling products promoting colourism, or discrimination based on skin colour amid the ongoing Black Lives Matter protests across the globe. 

The protests started in the United States over police brutality and calls for reforms across the US following the May 25 death of George Floyd in police custody in Minneapolis.

Posted By: Abhinav Gupta