Unilever Pakistan has announced that it will no longer use the word "fair" in the "Fair & Lovely" brand name to become "more inclusive and diverse".
The new name of Fair & Lovely will be announced when regulatory approval is required, Unilever Pakistan said.
The company also stated that it removed any visual elements or words on Fair & Lovely's packaging that could indicate a fair transformation - including removing a two-sided combination with a color transformation and color guidelines.
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“Unilever is a constantly evolving organization. Today we have taken the next bold step in our evolution by committed to a more comprehensive and diverse representation of beauty.
This goal has long been in important steps, such as removing double-sided kamos and shade guides from Fair & Lovely's packaging in 2019, "said Amir Paracha, President and CEO of Unilever Pakistan Limited.
In addition to the changes at Fair & Lovely, the rest of our skincare portfolio also reflects the new vision of positive beauty.
Unilever's Indian division said on Thursday it would remove the word "fair" from the "Fair and Beautiful" program, which has long been criticized for promoting negative stereotypes against people with darker skin tones.
The move is because cosmetics companies have seen increasing backlash against social media as part of the Black Lives Matter movement
