Sunday, 28 June 2020

Fair and Lovely drop the word 'Fair'

This is not just a wrong opinion on Twitter or a lack of diversity in an advertising campaign. Fair & Lovely (F&L) is a brand name. This means that only fair skin is beautiful. Advertisements over the years reflect this idea. Being fair

You may get a husband, a job, an audition or an award. The message is loud and clear: You can either spend years in the toilet or get an immediate upgrade with Fairness Cream because of its dark complexion.

Many dancers audition on stage in a rough script for an F&L advertisement.

'Tum,' the director pointed to the light-skinned girl, 'in the center.'

The frustrated girl sits down. And when her friend asks why she was not chosen despite her talent, she replies: "Amavasya sa face jo hai." 'If you don't understand what this means, then let me recall it for you: The girl says she didn't choose because she has a moonlit night. This advertisement is for 2017.

Tone-def advertising seems to be the hallmark of the fairness cream. Let's not forget the fiery homophobia and sexism seen in the Fair and Handsome advertisement with Shah Rukh Khan. The setting is clearly masculine Wrestler Arena [wrestling ring]. As Khan asks a wrestler to apply fairness cream, he gets angry. “Aaja Wali Gorapan Cream aur phir nail polish aur lipstick. "This means that once you start using fairness cream for women, it's only a matter of time before applying lipstick and nail polish.

Even though the world is going through a period of mass resentment, somehow, we are satisfied with this minor step. The decision to drop 'Fair' under the brand name was made as 'unbelievable', 'exemplary' and 'some new start'. Let me remind you of the last time we coined the phrase revolutionary beauty. Remember when the pigeon called the word 'anti-aging' 'anti-aging'? How did that thing change? When was the last time you looked for a pro-aging serum? More than a decade after the pro-age 'movement', we have the rise of the Instagram face. With features like botox, fillers, cheek implants, overdraw brow, lips and a cyberbose achieved with a strong mix of chiselled nose, it is the antithesis of true beauty or acknowledging your age.

Words mean absolutely nothing; They are just another way to revive an old product so that it fits in the current context. It is not that fairness is an old concept. Not by a mile. Let's not forget that F&L is Unilever's highest-grossing product, built on our obsession with light skin. I have lost the number of requests received for tan removal face masks. Celebrity changes in India and abroad, including Jennifer Lopez, Beyoncé, Kajol and Shilpa Shetty, which have become fair with increasing fame, only serve to increase insecurity. The fascination for fairness is so deeply ingrained in our genes that it is not enough to leave just one word. In today's world of political correctness and canceled culture, abandoning 'Fair' should be seen as a genius marketing scheme and nothing more.

As I wrote this piece, Josh Rosebrook, the founder of Green Beauty explained to his followers why he used the word 'detox' for his charcoal mask. Instead of wasting time arguing whether the word is misleading, let us ask some real questions. Such as why a 21-year-old man is used to make eye creams for women in their 60s? Indicate the hypocrisy of a breast cancer donation by a company selling products with suspected carcinogens. And in this case, what concrete steps will fair and lovely take to harm hope and self-respect?

Neither the pre-era 'movement' nor this current name change will change our way of seeing. Women will continue to feel bad, as long as celebrities, influencers, brands, and magazines pursue unrealistic, photo-shaded images. Politically correct names and phrases only make room for such products to exist. Until Unilever shows the same amount of zeal to promote darkness as it does to promote fairness - it uses dark-skinned models in beauty campaigns, and indeed this cream suits the needs of Indian women Improves - I will not be impressed.

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