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The development of a more comprehensive vision of beauty that celebrates and cares for all skin tones and no longer uses the words "white / white", "light / brightening" or "fair / fairness" becomes a guideline for all Unilever & # 39; s Beauty & his personal care brands

Unilever The company has announced the next step in developing its skin care portfolio towards a broader vision of beauty. This includes removing the words "fair / fairness", "white / white" and "light / brightening" from his products. Packs and communication. As part of this decision, the Fair & Lovely The brand name will change in the next few months.

Sunny Jain, President Beauty & Personal Care, explains: “We are determined to have a global portfolio of skin care brands that takes into account all skin tones and celebrates a greater variety of beauty. We recognize that the use of the words "fair", "white" and "light" suggests a unique ideal of beauty that we do not believe to be correct, and we would like to address this. As we continue to develop the way we communicate the skin benefits of our products, which provide radiant and even skin, it is also important to change the language we use. "

"We have been working on developing our Fair & Lovely brand, which is sold across Asia, and have gradually moved to a broader vision of beauty that celebrates the glow of the skin," added Jain.

“We have changed advertising, communication and, more recently, packaging in South Asia. We believe it is important that we now share the next step that we have been working on: changing the brand name. We will also continue to develop our advertising to showcase women with different skin tones that are representative of the diversity of beauty in India and other countries. We want Fair & Lovely to become a brand that celebrates radiant and radiant skin, regardless of skin tone. "

Brand advertising has become a message to promote women since 2014. Fair & Lovely adheres to the principles that no connection should be made between a person's skin tone, performance, potential or value. Unilever is known to have historical advertising available on the Internet. These ads do not match the brand's current values.

In 2019, Unilever reflected this development in the Fair & Lovely package in India and removed before and after impressions and shadow guidelines that could indicate a transformation. and have promoted all communication of the product advantages in the direction of gloss, even tone, skin clarity and radiance.

As part of this journey to accept and reflect on a broader vision of beauty, the next important step is to update the brand name, which will be shared once multiple legal and regulatory requirements are met in each country where the brand is available. This registration process is already underway and the company expects to be able to introduce the new brand name in the coming months.

Fair & Lovely has never been a skin bleaching product. The brand uses a combination of vitamin B3, glycerin, UVA and UVB sunscreens. This was an urgently needed step from harmful chemicals such as mercury and bleach that consumers used. The brand has gradually changed its formulation and contains other vitamins such as B6, C&E and Allantoin, which are known to improve skin health and protect the skin from external influences, UV rays and environmental pollution.

The product was developed to improve the skin barrier function, improve the skin firmness and smooth the skin structure. All of this contributes to improving the look and shine, as is currently shown in advertising and communication.

The development of a broader vision of beauty that celebrates and cares for all skin tones and no longer uses the words "white / white", "light / brightening" or "fair / fairness" becomes a guideline for all Unilever & # 39; s beauty & his personal care brands.