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Inclusive Cosmetic Rebrandings

Unilever Announced plans to change Fair & Lovely brand name

— June 26, 2020 — Social Good
Personal care brand Unilever recently announced its plan to change its the brand name of its skincare line 'Fair & Lovely.' The decision came after the brand reconsidered the name's promotion of negative stereotypes of dark skin tones. In addition, the brand will remove references to "whitening" or "lightening" on the products.

Sunny Jain, President of Beauty & Personal Care at Unilever, said: "We are fully committed to having a global portfolio of skin care brands that is inclusive and cares for all skin tones, celebrating greater diversity of beauty. We recognize that the use of the words 'fair', 'white' and 'light' suggest a singular ideal of beauty that we don't think is right, and we want to address this."


Image Credit: Shutterstock, Unilever
Trend Themes
1. Inclusive Beauty Standards - Brands are rebranding to promote inclusive beauty standards, moving away from promoting a singular ideal of beauty.
2. Removing Negative Stereotypes - Companies are removing references and imagery that perpetuate negative stereotypes, creating a more inclusive and diverse image.
3. Ethical Branding - Brands are aligning their values with consumer demand for ethical practices, leading to rebranding efforts that reflect inclusivity and diversity.
Industry Implications
1. Beauty and Personal Care - The beauty and personal care industry is undergoing a rebranding effort to reflect and embrace inclusivity and diversity.
2. Skincare - The skincare industry is shifting to promote a more inclusive range of products that cater to diverse skin tones and needs.
3. Consumer Goods - Consumer goods companies are reevaluating their branding strategies to align with evolving consumer expectations of inclusivity and diversity.
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