联合利华营销将弃用“美白”等字眼

消费品巨头联合利华称，为了在美容产业中增进种族包容性，集团将在营销语言中弃用“美白”、“亮肤”和“白皙”等字眼，并将重新命名美容产品系列Fair & Lovely（白皙&可爱）。

Unilever says it is dropping terms like “whitening,” “lightening” and “fair” from its marketing¹ language to better promote racial inclusivity in the beauty industry. As part of the push, the consumer products giant will rename its Fair & Lovely product range.

 

Calls to rebrand products and logos with problematic histories and racist² connotations have swept the globe following the Memorial Day death of George Floyd in police custody³.

 

In order to celebrate a “more inclusive vision of beauty,” Unilever announced on Thursday that the company will no longer be using the words “white/whitening,” “light/lightening” and “fair/fairness” across its Beauty and Personal Care portfolio⁴ of brands.

 

A spokesperson for Unilever told Fox News that the change applies to all beauty and personal care products designed for skin, including creams, moisturizers, soap, body wash and deodorants⁵.

 

"We are fully⁶ committed to having a global portfolio of skin care brands that is inclusive and cares for all skin tones, celebrating greater diversity of beauty,” Sunny Jain, president of Beauty and Personal Care, said in a statement. “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.”

 

Unilver now plans to rename its Fair & Lovely brand, sold in Asia.

 

The Associated Press reports that the change will involve dropping the word “fair,” per a statement from Hindustan Unilever Limited. The new name is said to be awaiting regulatory approval.

 

In the release, Unilever stressed that its Fair & Lovely range “has never been, and is not, a skin bleaching⁷ product.” The global consumer company said its advertising⁸ for the Fair & Lovely products has been evolving since 2014.

 

Competitor Johnson & Johnson also recently revealed it would be pulling two skin-whitening products lines from sale in Asia and the Middle East, with plans to launch Band-Aid bandages to match more diverse skin tones.

 

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