Soon after Johnson & Johnson (J&J) exited the fairness business globally following the global movement against racism, which gathered steam following the killing of George Floyd in Minneapolis in Minnesota (US), HUL has announced the rebranding of its flagship brand Fair & Lovely.
The company will stop using the word ‘Fair’ in the brand name ‘Fair & Lovely’. The new name is awaiting regulatory approvals and we expect to change the name in the next few months.
In addition to the changes to Fair & Lovely, the rest of skin care portfolio will also reflect the new vision of positive beauty.
Over the last decade, Fair & Lovely’s advertising has evolved to communicate a message of women’s empowerment, the company said in a press statement. “The brand’s vision is to adopt a holistic approach to beauty that cares for people, that must be inclusive and diverse - for everyone, everywhere. The brand is committed to celebrating all skin tones,” HUL said.
In early 2019, the brand’s communication moved away from the benefits of fairness, whitening and skin lightening, towards glow, even tone, skin clarity and radiance, which are holistic measures of healthy skin.
HUL also removed from Fair & Lovely’s packaging, words such as ‘fair/fairness’, ‘white/whitening’, and ‘light/lightening’ that could indicate a fairness-led transformation. The cameo with two faces showing shade transformation, as well as the shade guides were removed from the packs. The Company will continue to evolve its advertising, to feature women of different skin tones, representative of the variety of beauty across India.
Sanjiv Mehta, Chairman and Managing Director, HUL, said, “We are making our skin care portfolio more inclusive and want to lead the celebration of a more diverse portrayal of beauty. In 2019, we removed the cameo with two faces as well as the shade guides from the packaging of Fair & Lovely and the brand communication progressed from fairness to glow which is a more holistic and inclusive measure of healthy skin. These changes were very well received by our consumers. We now announce that we will remove the word ‘Fair’ from our brand name Fair & Lovely. The new name is awaiting regulatory approvals, and the pack with the revised name will be available in the market in the next few months.”