Unilever Pakistan on Thursday announced that it would rename it’s skin lightening cream ‘Fair and Lovely’ and stop using the word ‘fair’ to become more inclusive.
According to reports, the new name of the product would be announced after the needed regulatory approval.
In a statement, the brand said: “The brand is committed to celebrating all skin tones.”
Unilever Pakistan Chairman and CEO Amir Paracha, speaking on the matter said: “Unilever is an organisation 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.”
In addition to the changes to Fair & Lovely, the rest of the brand’s skincare portfolio would also reflect the new vision of positive beauty, the statement said.
The company’s skin lightening range of products have been strongly criticised for promoting stereotypes against people with darker skin.
The move comes after the cosmetics companies faced a severe criticism on social media in the wake of the Black Lives Matter movement.
Earlier, Johnson & Johnson said it would stop selling skin-whitening creams.