Following the announcement to revamp its skincare portfolio by removing the words ‘fair/fairness’, ‘white/whitening’, and ‘light/lightening’ from its products’ packs, the of Unilever Pakistan has renamed Fair & Lovely as ‘Glow & Lovely’.
According to the company, this decision has been taken as next step in the evolution of its skincare portfolio to a more inclusive vision of ‘Positive Beauty’.
“The brand is committed to celebrating all skin tones, which will be reflected in the rebranded product’s communications and messaging. Over the next few months, Glow & Lovely will be on the shelves and future innovations will deliver on this new proposition,” Unilever Pakistan said in a statement.
“The brand’s communication moved away from benefits of fairness, whitening and skin lightening, towards glow, even tone, skin clarity and radiance which are holistic measures of healthy skin. The brand has never been and is not a bleaching product,” the statement further read.
It must be noted here that three Pakistani women named Hira Hashmi, Anum Chandani, and Marvi Ahmed launched an online petition to ban ‘Fair and Lovely’ on June 9. The petition was followed by the latest #BlackLivesMatter movement across the world which took birth after the death of George Floyd, a 46-year-old man was “tortured to death” by a white police officer in Minneapolis.
Following immense support for the online petition, Unilever had ensured that they will remove the word ‘Fair’ from all of their products.