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How Black Lives Matter Is Challenging India’s Obsession With Fair Skin
Skin-lightening brand Fair & Lovely, which earned more than $500 million in sales in India last year, announced on June 25 that it would be removing the word "fair" from its products.
For decades, Indian advertisers have propagated an association between skin fairness with career success, beauty, and social status. In 1975, Fair & Lovely was one of the first brands to monetize India's societal desire for light skin by turning it into a beauty product.
Now, this brand which has spent 45 years building itself into a household name with skin-whitening face creams, is trying to revamp its identity.