Unilever Pakistan announced today subsequent step within the evolution of its skin care portfolio, with the rebranding of its flagship brand Fair & Lovely. Taking forward the brand’s journey towards a more inclusive vision of beauty, the corporate will stop using the word ‘Fair’ within the name ‘Fair & Lovely’. The new name of Fair & Lovely are going to be announced after the required regulatory approval.
Over the last decade, Fair & Lovely’s advertising has evolved to speak a message of girls empowerment. The brand’s vision is to adopt a holistic approach to beauty that cares for people which is inclusive and diverse – for everybody , everywhere. The brand is committed to celebrating all skin tones.
In 2019, the brand’s communication moved faraway from benefits of fairness, whitening and skin lightening, towards glow, even tone, skin clarity and radiance which are holistic measures of healthy skin. Unilever Pakistan has also removed all visuals or words on Fair & Lovely’s packaging that would indicate a fairness-led transformation – including the removal of dual-faced cameo showing shade transformation, also because the shade guides. Unilever Pakistan upholds principles that no association should be made between skin tone and a person’s achievement, potential or worth.
Amir Paracha, Chairman & CEO, Unilever Pakistan Limited, said, “Unilever is a corporation that’s evolving continuously, and today we’ve taken subsequent bold step in our evolution by committing to a more inclusive and diverse portrayal of beauty. This ambition has been within the works for a few time with significant steps like the removal of the dual-faced cameo and shade guides from the packaging of Fair & Lovely in 2019. we’ve also moved the brand communication faraway from fairness towards glow which may be a more holistic and inclusive measure of healthy skin. We are now committing to get rid of the word ‘Fair’ from the brand formerly referred to as ‘Fair & Lovely’. The new name are going to be announced soon.”
Fair & Lovely is predicated on pioneering technology that has made multiple skin health benefits available to many consumers at a reasonable price. Fair & Lovely features a combination of vitamins B3, B6, C & E, glycerine, UVA and UVB sunscreens and allantoin – which together are known to enhance skin health and protect the skin from external aggressors, UV rays and environmental pollution. the merchandise is meant to enhance skin barrier function, improve skin firmness and smoothen skin texture – all of which help enhance radiance and glow holistically. The brand has never been and isn’t a bleaching product.