A few months ago, Unilever announced the rebranding of ‘Fair & Lovely’ to ‘Glow & Lovely’. The brand chose to divert away from its previous model which projected the message of fairness being the key to beauty and success. It has now taken a more inclusive stance with the word ‘glow’.
This was followed by the decision to remove its two-face cameo from the packaging. Unlike the old depiction of beauty, the latest visuals feature various strong women, from different backgrounds who represent a diversity in skin tone.
Understanding the problem within the previous narrative, the brand decided to change their stance and incorporate a more inclusive vision of beauty.
The name change sparked conversations both online and offline with the likes of Sarmad Khoosat who stated, “It’s encouraging to see that a prominent brand that was selling the term ‘fair’ for years, has opted to drop the word that connotes many things that are unfair;” and Sania Saeed who commented , “…one constant symbol of this complex was Fair and lovely. Changing its name says two things. The discourse is seeping in and the power of challenging voices is taking effect. I’ve been working in the media industry for a while now I have never seen a product change its name for political correctness.”
Their latest billboard features several empowered women who are high achievers in their respective fields. Women like female footballer Hajra Khan, the first Pakistani female tabla player Sumaira Waris, Pakistani female boxer Naina, and several others are present in the visuals.
The poster showcases a diverse range of women which puts multidimensionality at the forefront.
Although brand ambassador, Mawra Hocane is still featured in the billboards, one can debate that Glow & Lovely new visualization of beauty could be reflective of the change the brand has promised.
The message has gone beyond ‘fair being the only beauty’. Diversification is what comes across as the key mode of communication where beauty exists in every skin colour.