Fair And Lovely Kannada Movie Online
Alba Olores
Unilever patented the brand Fair & Lovely in 1971, after the patenting of niacinamide, a melanin suppressor,[1] which is the cream's main active ingredient. Glow & Lovely's website states the product contains vitamins B3, C, and E, along with multivitamins and UVB/UVA sunscreens.
Glow & Lovely offers a range of product formulations including lotions, gels and soaps.[3] According to Glow & Lovely's website the product uses vitamin B3, glycerine, UVA and UVB sunscreens in its formula.[3][7] Glow & Lovely has also announced the addition of vitamins C, B6, E and allantoin to their product.[3]
Advertisements target middle to lower income groups of whom 20% to 30% buy skin lightening products over the counter, through friends, or online, without consulting a specialist.[2] Those who may not have a lot of income cannot opt to go for products that are expensive. Nor are they able to speak with specialists that may guide them in their skincare. So they opt to buy the first product they find, in this case 'Glow & Lovely.'
Marketing campaigns of the product have been criticized for promoting colorism.[10] Marketing for the product in all countries implies that whiter skin equates to beauty and self-confidence.[11] Hindustan Unilever Limited research claims that "90 per cent of Indian women want to use whiteners because it is aspirational, like losing weight. A fair skin is, like education, regarded as a social and economic step up."[12] Following this controversy, in a 2007 television advertisement for Ponds White Beauty,[13] actor Saif Ali Khan expressed preference for the fair-skinned Neha Dhupia over the darker-skinned Priyanka Chopra.[14] The company suspended television advertisements for the product.[15][16][17]
At the time of the rebranding, Unilever stated that 'Fair & Lovely has never been, and is not, a skin bleaching product', instead it was intended to be a product which would 'improve skin barrier function, improve skin firmness, and smooth out skin texture'.[20]
LinkedIn and 3rd parties use essential and non-essential cookies to provide, secure, analyze and improve our Services, and to show you relevant ads (including professional and job ads) on and off LinkedIn. Learn more in our Cookie Policy.
In a groundbreaking move on June 25, 2020, Hindustan Unilever Limited (HUL) announced a transformative decision to rebrand its iconic product Fair and Lovely as Glow & Lovely. This decision aimed to respond to societal shifts and address concerns regarding racial stereotypes and unrealistic beauty standards. The global FMCG giant removed words like white, whitening, light, and lightning from its product packaging, promotional materials, and communications.
Fair & Lovely strategically targeted a specific demographic, primarily women aged 18-35, leveraging cultural perceptions linking fair skin to success. With a competitive advantage as part of the Unilever brand, widespread availability, and effective distribution strategies, Fair & Lovely dominated the fairness cream market. This success, however, came with criticism for perpetuating harmful stereotypes.
The product faced mounting criticism, sparking online campaigns such as #unfairandlovely and Dark is Beautiful. These initiatives aimed to challenge the harmful beliefs associated with fair skin obsession and drew attention to the offensive nature of Fair & Lovely advertisements. While petitions and protests against the brand gained momentum, it took until 2012 for HUL to announce changes to its product.
The rebranding from Fair and Lovely to Glow & Lovely marked a significant shift in the product's market positioning. The move was prompted by the need to address societal concerns and align with evolving perspectives on beauty. However, market experts noted that the new messaging lacked clarity and failed to communicate the product's benefits effectively. Consequently, this transformation had a detrimental impact on Fair and Lovely's sales and HUL's market shares.
- Fairness creams perpetuate harmful beauty standards and should be reevaluated in the market.
- A product's name change cannot alter deep-seated perceptions created by decades of marketing.
- Brands should promote diversity and inclusivity by featuring models of all skin tones.
- The beauty industry needs to move away from promoting an inferiority complex based on skin color.