The Financial Express

Unilever to rebrand ‘Fair & Lovely’; new brand name to be announced after approval

| Updated: June 27, 2020 16:18:51

Unilever to rebrand ‘Fair & Lovely’; new brand name to be announced after approval

Unilever Bangladesh Limited (UBL) announced on Thursday the next step in the evolution of its skin care portfolio, with the rebranding of its flagship brand Fair & Lovely. Taking forward the brand’s journey towards a more inclusive vision of beauty, the company will stop using the word ‘Fair’ in the brand name ‘Fair & Lovely’. The new name is awaiting approvals and expected to change the name in the next two months.

Over the last decade, Fair & Lovely’s advertising has evolved to communicate a message of women’s empowerment. The brand’s vision is to adopt a holistic approach to beauty that cares for people, that must be inclusive and diverse - for everyone, everywhere.  The brand is committed to celebrating all skin tones.


In early 2019, the brand’s communication moved away from the benefits of fairness, whitening and skin lightening, towards glow, even tone, skin clarity and radiance, which are holistic measures of healthy skin. The cameo with two faces showing shade transformation, as well as the shade guides were removed from almost all the packs. The Company will continue to evolve its advertising, to feature women of different skin tones, representative of the variety of beauty across Bangladesh.


Kedar Lele, Managing Director and CEO, UBL said, “We are making our skin care portfolio more inclusive and want to lead the celebration of a more diverse portrayal of beauty. In 2019, we have progressed the brand communication from fairness to glow which is a more holistic and inclusive measure of healthy skin. These changes were very well received by our consumers. We now announce that we will remove the word ‘Fair’ from our brand name Fair & Lovely. The new name is awaiting, and the pack with the revised name will be available in the market in the next few months.”


Fair & Lovely is a pioneering technology that has made multiple skin health benefits available to millions of consumers at an affordable price. Fair & Lovely has a combination of vitamin B3, B6, C & E, glycerine, UVA and UVB sunscreens and allantoin, which are known to improve skin health and protect the skin from external aggressors and environmental pollution. The product works to improve skin barrier function, boost the skin’s microbiome, improve skin firmness and smoothen skin texture to enhance radiance and glow holistically. The brand has never been and is not a bleaching product.


In addition to the changes to Fair & Lovely, the rest of our skincare portfolio will also reflect the new vision of positive beauty.

Fair and Lovely Foundation:

With the Brand purpose of inspiring women to challenge the low expectations of society Fair and Lovely Foundation was established in 2003 in Bangladesh, completely dedicated to the empowerment and progress of women. Since then, Fair & Lovely Foundation has been helping Bangladeshi women fulfil their dreams in the form of scholarships, vocational training, and business capital. In 2019, Fair & Lovely Foundation launched a mobile-friendly career and education platform www.fairandlovelyfoundation.com.bd as a holistic solution that offers Career guidance and High-quality education in the form of curated selection of courses. These are vital elements to building a career and essential to empowering women. Till date, over 45,000 individuals had registered to access training and skills through the platform, including 30,000 women, with more than 6,000 career tests already completed.


As with the rebrand of Fair & Lovely, we will be also announcing the new name for the Fair & Lovely Foundation.


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