The L’Oréal group has decided to remove certain words, such as “whitening”, from the description of its cosmetic products on its packaging, in a global context of anti-racist events.
“The L’Oréal group has decided to remove the words white / whitening, clear (fair / fairness, light / lightening) from all its products intended to standardize the skin,” said the French cosmetics giant in a press release published in English on Saturday, without further details, in particular on an immediate withdrawal or not from the shelves.
This decision comes after that of the Indian subsidiary of Unilever, which chose to rename its skin lightening cream marketed under the name of “Fair & Lovely”.
The Anglo-Dutch company has promised not to use the word “Fair” anymore because the brand says it is “committed to celebrating all skin tones”.
The scale of anti-racist protests, sparked by the death of George Floyd, an African-American asphyxiated by a white police officer in Minneapolis, puts pressure on businesses.
Several American groups have announced their intention to change their visual identity, such as Mars, which says it plans to develop its famous Uncle Ben’s.
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