Hindustan Unilever has decided to remove the word ‘Fair’ from Fair & Lovely product line. But Twitter isn’t fully sure that this decision is anything than a superficial change. Particularly since the brand has perpetuated colourism and ideal standards of beauty among women in South Asian countries for years. The step came days after the online website ‘Shaadi.com’ dropped the skin tone filter after witnessing users outrage in the wake of the ongoing campaign of Black Lives Matter that has engulfed much of the world.
The firm will also remove ‘whitening’ and ‘lightening’ from its packaging, in addition to the term ‘fair.’ The brand ‘s move has spread joy to netizens, and many support the re-branding. However, many questioned how dropping the word would alter the product ‘s purpose, which is in essence a cream of fairness.
HUL drops ‘Fair’ from Fair & Lovely Brand Name
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
After releasing this statement, Twitter could not take it sitting down.
HUL removed the Fair form “Fair & Lovely”— i@mPritesh (@Pritesh18638863) June 25, 2020
Fair & Lovely be like: pic.twitter.com/6yt0sm12TL
HUL fighting racism by dropping “Fair” from Fair & Lovely but continuing to sell the product. pic.twitter.com/uZ4Md2xwPu— Sagar (@sagarcasm) June 25, 2020
All Fairness Cream Companies after Fair & Lovely pic.twitter.com/C63cuGAZ5I— alpha dude zone (@alphadudezone) June 25, 2020
Fair from Fair & Lovely pic.twitter.com/FWvtDJtw7c— HITLER (@Humabhizindahai) June 25, 2020
Fair & Lovely will become “Lovely”— Rajesh Sawhney (@rajeshsawhney) June 25, 2020
Good, better late than never #HUL
But what about Fair & Handsome?