The real problem with Fair and Lovely
Opinion
The real problem with HUL’s whitening cream was never the word ‘Fair’. It was rather the association of fairness with loveliness.
In a world where skin bronzers exist (we will not even get into the problematic culture of brown/black-face), why does a whitening cream face so much flak?
Systematic discrimination
The main reason behind the flak received by fairness creams is the systematic discrimination against dark-skinned women and men in India. A culture that has been propagated since the colonial rule in India, the reverence of fair skin has created an expectation that has seeped into professional and personal lives.
Demand
As long as there is a market for whitening creams, there will be supply. Fair and Lovely contains an ingredient called niacinamide, a common ingredient in many moisturizers, even international. Why then, was Fair and Lovely targeted? It was because it propagated the concept of fair = lovely.
What needs to be reformed, in order to bring about a real change, is the ideology. Which will, in turn, directly affect the very demand of lightening one’s skin.
The question of choice
We live in a world where some women find freedom with body hair, others are more comfortable going the traditional route. While some women might be oppressed in a hijab, for some it provides strength. It is up to every individual woman to define her idea of freedom.
We aim to reach a stage in society where it is not ‘brave’ for someone to be comfortable in their dark skin or with body hair- it is normal.
The change in name is one step forward, and the absence of change in the message being conveyed (through advertisements) and any change in formulation is two steps backward.
The question is not of Fair and Lovely, but also of the bullying, taunts and home-made face packs of haldi, besan and honey, smothered across our teenage faces.