The marketing pitch for Fair & Lovely has been rooted in deeply entrenched concepts of beauty in India -- the company’s second-largest market after the U.S. -- where darker skin is viewed as undesirable and often associated with people at the bottom of Hinduisim’s caste system. , Chandigarh , Dehradun, In India, the country’s multibillion-dollar skincare industry often avails itself of prejudice against darker skin as a means to sell merchandise. Case Study: Fair & Lovely 1. 99 ($2.37/Ounce) $2.00 coupon applied at checkout Save $2.00 with coupon. Presently waiting for regulatory approvals, Fair and Lovely has decided to drop the word ‘Fair’ from their brand name to promote a more inclusive ideal of beauty. Thank you for subscribing to our daily newsletter. Fair and Lovely Max Fairness forMen works on the tough skin of men against ultraviolet rays. Still, it falls short of demands from activists to stop selling skin-whitening creams entirely because they imply darker skin is undesirable. Fair and Lovely is cosmetic product manufactured by Hindustan Unilever and was introduced in India in 1975. Lucknow, Patna, Good to see HUL rebrand its "Fair and Lovely" products to be more "inclusive" & "diverse". Unilever removed the word “fair” from the name of a skin-whitening cream it has sold in India for decades, following criticism that the brand perpetuated harmful racial stereotyping. A Unilever Instagram post on June 3 stating that the company had “a responsibility for racial justice” was met with similar critique, with a number of commentators pointing out that the company’s words rang hollow while it was still selling creams designed to alter the shade of one’s skin. Among the most successful cosmetic brands by Hindustan Unilever till date, Fair & Lovely was found to occupy around 80% market share in fairness cream category in India, which also indicate the ever-present inclination of Indian women towards making their complexions fairer. Bengaluru, Hyderabad, Bhopal Using the words glow and brighten doesn't really change what the product was built for. It is a known fact that one of the most popular cosmetic products to have come out of India is called 'Fair & Lovely'. After all Fair & Lovely (FAL) had spent decades and tons of money pandering to and perpetuating the premium Indians have put on fair skin. Also, renaming or removing some words, won't erase the deep-rooted biases that have been perpetuated for generations because of such products #FairandLovely https://t.co/SbNCT7lati, Removing the word 'Fair' from 'Fair and lovely' and rebranding it makes no difference as at the end of the day it is still sold as a fairness cream at the cost of making people with different skin colours feel inferior. For the last three Produced by Shilpa Ramesh under the banner Jade Plant Ventures, the film stars Prem Kumar as Manoj and Shwetha Srivatsav as Bhumika, a sex worker, in the lead roles. ‘Fair and Lovely’ range of products was launched by: ... Garuda Trump Dolphin All the above Telecom company Nokia belongs to which country? Those calls have gained attention recently as the Black Lives Matter protests sweeping the U.S. have raised awareness of racial stereotyping elsewhere. “We want Fair & Lovely to become a brand that celebrates glowing and radiant skin, regardless of skin tone,” Jain was quoted as saying. As India’s leading whitening cream, Fair & Lovely has been a regular target for social media activists over the years. Social media reactions to the announcement were mixed, with supporters applauding Unilever’s move and detractors arguing that a name change would not address the underlying reality of skin whitening creams remaining popular in countries such as India. He added that over the years the company had changed its advertising, communication and packaging in South Asia, and now, changing the brand name would be the next step forward. Part of HuffPost World News. That’s why we’re removing the words ‘fairness’, ‘whitening’ & ‘lightening’ from products, and changing the Fair & Lovely brand name.https://t.co/W3tHn6dHqE, The statement stopped short of revealing Fair & Lovely’s new name, but clarified that it “will be shared once several legal and regulatory requirements are met in each country where the brand is available.”, Fair & Lovely is primarily sold in India, Pakistan and Indonesia, according to the product section of the Unilever website, which as of Tuesday still listed the cream as “an iconic brand that has championed the deepest ambitions and desires of women.” An ad for the cream uploaded to YouTube in 2011 shows a woman’s skin tone noticeably lightening after using it, and Unilever addressed such “historic advertising” in its statement by pointing out that such commercials were “not aligned with the current values of the brand.”, Unilever’s decision comes nearly a week after Johnson & Johnson announced that it would stop selling similar products in its lineup that were only distributed in Asia and the Middle East, going by the names “Neutrogena Fine Fairness” and “Clear Fairness.”. Large, well-known brands such as Unilever Fair and Lovely offer a range of skin-lightening products from face wash and creams to deodorants. 4.0 out of 5 stars 18. The company holds a commanding 50-60 percent share of the skin whitening market in India. The benefits of the Fair and Lovely brand name is that it suggests about the benefits of the product , it is easy to pronounce and remember , it is adaptable to all skin care brands ( evidence is the introduction of Fair and Lovely cold cream), but then the brands will have to strictly be related to fairness . #BlackLivesMatter movt has brought the change that many of us struggled to bring about. While the attempt is fair (no pun intended), is it really enough? face cream previously called Fair & Lovely, BJP springs a surprise in Hyderabad civic polls, keeps TRS away from majority mark, ‘Fate of Bhagyanagar rising’: Yogi’s tweet again stokes name row, AT HTLS 2020, Nirmala Sitharaman says MSP for farm produce will continue, Ranjitsinh Disale wins $1 million prize, shares half with other finalists, China has eradicated absolute poverty: President Xi Jinping, HTLS 2020: A pill that can reverse ageing? Fair & Lovely, the world’s first fairness cream has been known for not using harmful ingredients or bleach. Rampant Colourism in South Asia Fair & Lovely is primarily sold in India, Pakistan and Indonesia, according to the product section of the Unilever website, which as of Tuesday still listed the cream as “an iconic brand that has championed the deepest ambitions and desires of women.” Discuss. ''...a rose by any other name......'', The un-'fairness' of it all. It is one of the strongest brands for Unilever in India, where fairness is related to confidence in women. Delhi, Mumbai, Fair & Lovely is Unilever’s offering in the fairness cream market, initially introduced into the Indian market. Tap here to turn on desktop notifications to get the news sent straight to you. It has been rated as the Twelfth Most Trusted Brand in India by ACNielsen ORG-MARG in the year 2003 while in 2004; it was identified as a Super Brand. Hindustan Unilever Limited (HUL) is an Indian consumer goods company headquartered in Mumbai, India. We will also continue to evolve our advertising, to feature women of different skin tones, representative of the variety of beauty across India and other countries.”, We’re committed to a skin care portfolio that's inclusive of all skin tones, celebrating the diversity of beauty. Finally, major brands are dropping this extremely denigrating and discriminatory concept. Television cooking-show host Padma Lakshmi last month tweeted that the makers of the product needed to “pack their fake cosmetics and GO! Others pointed out that recent racial injustice protests connected with the Black Lives Matter movement were the likely impetus for the change. What’s a name change gonna do about that... Indian skin-lightening cream Fair and Lovely to be renamed following BLM protests https://t.co/qF702g5AvZ. Multiple Bollywood celebrities, including stars such as Priyanka Chopra, Sonam Kapoor and Disha Patani, were hit with criticism of selective activism in early June for applauding the Black Lives Matter movement and promoting equality, despite previously serving as brand ambassadors for whitening creams in India. All rights reserved. Hindustan Unilever (HUL), the country's largest goods company, replaced the word 'fair' with 'glow', once it recently initiated a rebranding of fair & lovely… Yes, it will be possible, says Dr Sinclair, Will we ever get a pill for reverse ageing? The brand has been closely associated with supporting women, making them self-reliant and establishing their independent identity. Image Source: Kajal Mag While creams like Fair & Lovely claim to not use them, numerous researchers including those at All India Medical Institute (AIIMS), are questioning whether the cream actually changes colour and if it does, the possibility of one of the harmful chemicals being used is higher. $31.99 $ 31. https://www.hindustantimes.com/world-news/fair-lovely-cream-rebranded-glow-lovely/story-enetD67c8mNeOFHMlcgMTP.html, ‘Fair & Lovely’ cream rebranded‘Glow & Lovely’, https://www.hindustantimes.com/world-news/uk-eu-trade-talks-at-difficult-point-as-deadline-approaches/story-XzbpOOBbfokwhgZV083k4K.html, UK, EU trade talks at ‘difficult’ point as deadline approaches, https://www.hindustantimes.com/world-news/pak-rejects-india-s-assertion-of-pressurising-kulbhushan-jadhav-s-lawyer/story-LS3fjpTsMlXo5Nt7NkEmIN.html, Pak rejects India’s assertion of pressurising Kulbhushan Jadhav’s lawyer, https://www.hindustantimes.com/world-news/bill-gates-hails-indian-origin-couple-for-pioneering-work-in-fight-against-hiv-covid-19/story-HvLO33jwtUByycGQVeCDuI.html, Bill Gates hails Indian-origin couple for pivotal work to combat HIV, Covid, https://www.hindustantimes.com/world-news/at-un-covid-meet-cash-strapped-pak-pm-seeks-debt-relief/story-7qli1NeooyE44dGxXbb21N.html, At UN Covid meet, cash-strapped Pak PM Imran Khan seeks debt relief. Glow & Lovely (formerly Fair & Lovely) is a skin-lightening cosmetic product of Hindustan Unilever introduced to the market in India in 1975. ©2020 Verizon Media. Fair and lovely The company was developed by Hindustan Unilever Limited in 1975. Glow & Lovely is the first cream in the world to use Vitamin B3 (niacinamide) which is known to brighten skin, reduce inflammation and hyperpigmentation and smoothen overall skin texture. Fair & Lovely advertisements from the late 90s and early 20s often portrayed women with darker skins as failures, these women would ace their … Fair and Lovely New Name. “Fair & Lovely Oil-Control Fairness Gel is the result of deep consumer insight and cutting-edge technology, as has been demonstrated in the various new products launched under the Fair & Lovely franchise in the last three years, like Fair & Lovely Ayurvedic in 2003 and Fair & Lovely … Unfair & Lovely, Unilever admits, will change cream name The move comes in the wake of the Black Lives Matter movement, and protests in the US after the death of George Floyd, which has compelled companies, globally, to reassess their businesses and marketing strategies for signs of racism, colourism and discrimination. Chennai, Denmark U.S.A Sweden Finland Which company has recently become the leading player in the Indian Pharmaceutical market? Divine Derriere Intimate Skin Lightening Gel for Body, Face, Bikini and Sensitive Areas - Skin Whitening Cream Contains Mulberry Extract, Arbutin, B-White Peptide 30ml / 1 oz. New York Fair & Lovely Lotion 400ml. “We have changed the advertising, communication and — more recently – the packaging [of Fair & Lovely] in South Asia, and we think it’s important that we now share the next step that we have been working on: changing the brand name. All's Fair in Love and Cream: A Cultural Case Study of Fair & Lovely in India Natasha Shevde Advertising & Society Review, Volume 9, Issue 2, 2008 Abstract The fairness cream market is flourishing in India, a country that represents a unique amalgamation of social, religious, and cultural stigmas and stereotypes. Tap here to turn on desktop notifications to get the news sent straight to you in India where! Visible fairness and removes dark and unwanted spots first fairness cream market fair and lovely company belongs to which country... 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