Unilever Pakistan has announced to remove the word ‘fair’ from its renowned beauty brand ‘Fair and Lovely’. The company will revamp its skincare portfolio by removing the words ‘fair/fairness’, ‘white/whitening’, and ‘light/lightening’ from its products’ packs.
According to the details, 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 to clarify their stance relating to the matter. “We’re committed to a skincare 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,” the company released a statement.
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.https://t.co/W3tHn6dHqE
— Unilever #StaySafe (@Unilever) June 25, 2020
Chief Executive of Unilever Pakistan Amir Paracha said that they have changed their vision from promoting fairness to just glow regardless of skin tone.
“We have moved the brand communication away from fairness towards glow which is a more holistic and inclusive measure of healthy skin,” he said.
Recently, many Pakistani female actors such as Mahira Khan, Neelum Munir Khan, Mansha Pasha, Ushna Shah spoke against promoting fairness products.