Fair & Lovely Decides To Let Go Of 'Fair' In A Major Re-Branding Move

Following the recent protests and outrage against racism, skin colorisation, and unfair treatment of the black community, makers of the popular 'fairness cream' Fair & Lovely have decided to let go of the word 'fair', in what is a major re-branding move.

This is indeed a big step forward by Fair & Lovely, which is a very well established name in the Indian market. The product was launched in the year 1975, 45 years ago.

However, it has for long has been criticised of being racist and for unduly promoting fair and bright skin.

Two separate petitions signed by more than 18,000 people in the recent weeks have urged Hindustan Unilever, the parent company of the fairness cream, to stop the production of the product.

"This product has been built upon, perpetuated and benefited from internalised racism and promotes anti-blackness sentiments," one petition says.

The second petition claims that the cream "tells us that there is something wrong with our color, and that we have to be light in order to feel beautiful or in order to feel worthy."

For a very long time now – Fair & Lovely has been associating women's success to fair skin and they have openly broadcasted this through their TV commercials as well. From an air hostess to a doctor, all women with fairer skin have been shown as more successful than darker skin toned girls in the TV ads of the cream.

The brand is now finally thriving to undo all these much criticised actions, although nit by stopping the production of the cream, but by changing its name.

A lot of actors and actresses have taken to social media to applaud Fair & Lovely's re-branding move. Suhana Khan, Bipasha Basu and others have reposted and reshared this news on their social handles.

With matrimonial sites and newspaper matrimony sections always full of fair skinned girls criterion for a happy successful marriage, the true picture of beauty not vanished from India, but was also cashed upon by makers of such products. With this big step forward, people are now finally looking at a larger picture and accepting all skin colours.