In a proposition to become more wide-ranging, Unilever Pakistan announced on Thursday that it will be rebranding its flagship brand Fair & Lovely, reported The News. Unilever Pakistan to Rebrand ‘Fair & Lovely’ and Drop Fair Word Amidst Anti-Colourist Movement.
The “performative” step is taken in the replication of the global wave of racism. But how far it could be satiating to accommodate the real purpose of the company and the skin colour skirmish.
Moreover, the company would stop using the word ‘fair’. And the apprehensive question remains: does a textbook rebranding trial release the corporate giant of perpetuating colourism for decades? Or will they opt for to do in more sinister ways? TIME WILL DECIDE.
Unilever Pakistan Chairman and CEO Amir Paracha said,
“The brand is committed to celebrating all skin tones. Unilever is an organization that is evolving continuously, and today we have taken the next bold step in our evolution by committing to a more inclusive and diverse portrayal of beauty. This ambition has been in the works for some time with significant steps such as the removal of the dual-faced cameo and shade guides from the packaging of Fair & Lovely in 2019. Unilever will not use these words on its products ‘whitening’, ‘lightning’, or ‘fairness’ from their products.”
Unilever Pakistan to Rebrand ‘Fair & Lovely’ and Drop Fair Word Amidst Anti-Colourist Movement
The development came after a petition on Change. According to the masses, the company is responsible for aching people emotionally.
“Organization gained adhesion on social media calling upon the company to stop producing and marketing Fair & Lovely, reallocate its employees and issue a statement taking accountability for how the product has profited from coopted racism and anti-blackness sentiments amongst its customers.”
The Unilever States in Response
“We’re committed to a skin portfolio that’s inclusive of all skin tones, celebrating the diversity of beauty. That’s why we’re removing the word ‘fairness’, ‘whitening’ and ‘lightening’ from our products, and changing the Fair & Lovely brand name. The product does not contain any skin lightening ingredients like hydroquinone or bleach. Our product consists of a blend of Vitamin B3 and other actives. We believe in serving consumer needs responsibly and continue to offer a safe and effective product for healthy, glowing skin.”
Sualeha Kamal wrote about “Corporate Feminism”
“While fairness creams cannot sidestep their unsavoury qualities, they continue to find ways to obscure them. Visually, Fair & Lovely’s new campaign with Mawra Hocane resembles something out of the past decade but there are subtle changes in the vocabulary now. Even as Hocane rubs a bar of Fair & Lovely soap against her skin and it lightens a few shades onscreen, the ad is careful to only refer to this skin lightening as a ‘glow.'”
Bipasha Basu Shared a long note about the Discrimination on Instagram
View this post on Instagram
From the time I was growing up I heard this always,”Bonnie is darker than Soni.She is little dusky na?“Even though my mother is a dusky beauty and I look a lot like her.I never knew why that would be a discussion by distant relatives when I was a kid. Soon at 15/ 16 I started modelling and then I won the supermodel contest … all newspapers read … dusky girl from Kolkata is the winner.I wondered again why Dusky is my first adjective ??? Then I went to New York and Paris to work as a model and I realised my skin colour was exotic there and I got more work and attention because of it. Another discovery of mine:) Once I came back into India and film offers started… and finally I did my first film and from an absolute Ajnabee to Hindi film industry …I suddenly was accepted and loved. But the adjective stayed which I started liking and loving by then.DUSKY girl wows the audiences in her debut film. In most of my articles for all the work I did,my duskiness seemed to be the main discussion.. it attributed to my sex appeal apparently.And sexy in Bollywood started getting accepted widely.I never really understood this… To me sexy is the personality not just the colour of your skin…why my skin colour only sets me apart from the conventional actresses at that time.But that’s the way it was.I didn’t really see much of difference but I guess people did.There was a strong mindset of Beauty and how an actress should look and behave.I was DIFFERENT as it was pointed out. Didn’t really stop me from being and doing all that I loved. Well you see I was confident and proud of who I was from childhood.My skin colour didn’t define me … even though I love it and wouldn’t want it to be any different ever. Many skin care endorsements with loads of money was offered to me in the last 18 years ( some were very tempting)… but I stuck to my principle always. All this needs to stop. This wrong dream that we are selling … that only fair is lovely and beautiful when the majority of the country is brown skinned. It’s a deep rooted stigma. It’s a mammoth step from the brand… and other brands should follow in the same footsteps soon?
While the Move is Being Strongly Discussed on Social Media
Fair and Lovely is the best selling skin-lightening cream in the world, especially in South Asia
Unilever India is dropping the word “Fair” from it’s packaging to reflect “a more inclusive vision of beauty”
…It’s still meant to lighten your skinhttps://t.co/Jb2QmDQouc
— Natasha Fatah (@NatashaFatah) June 25, 2020
— fatima bhutto (@fbhutto) June 25, 2020
This is a step but it does nothing significant for dismantling colorism. Dear @unilever this is a mere PR move that still keeps your profits from colorism intact(a thread)
“Indian skin-lightening cream Fair and Lovely to be renamed following BLM protests“ https://t.co/Kx5HyzMCPj
— Seema Hari (@SeemaHari) June 25, 2020
It has been a long and sometimes a very lonely battle but results only happen when whole nation participates in the movement ????https://t.co/9xv1nkQm5P
— Team Kangana Ranaut (@KanganaTeam) June 25, 2020