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Bloomberg
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 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.
“Purely from a business perspective, there will be uncertainty as consumer acceptance will hold the key,†Jefferies
analysts Vivek Maheshwari and Kunal Shah wrote in a note to clients.