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Unilever’s Fair & Lovely Rebrand in India Will Be Costly: Jefferies

Hindustan Unilever said it will remove the terms “fair,” “whitening” and “lightening” from Fair & Lovely’s packaging and marketing material.

Hindustan Unilever said it will remove the terms “fair,” “whitening” and “lightening” from Fair & Lovely’s packaging and marketing material.

Photographer: Sajjad Hussain/AFP via Getty Images

Hindustan Unilever Ltd.’s decision to rename its melanin-suppressing face cream, Fair & Lovely, will probably need a large media campaign to win over consumers which poses short-term risk to its margin in that particular segment, according to Jefferies India Pvt.

The product, which earns more than $500 million in annual revenue for Unilever Plc from India alone, will be sold under a yet-to be-approved name as the company seeks to become more inclusive. The Anglo-Dutch conglomerate on Thursday said it will remove the terms “fair,” “whitening” and “lightening” from Fair & Lovely’s packaging and marketing material and feature women of all skin tones in future advertising campaigns.