Fair and Lovely’s New Stance
It was very refreshing to see a brand such as Fair & Lovely challenge the status quo and reiterate that fairness isn’t a means to an end but rather an end in itself. In a country where people are obsessed with fair complexion, there was a dire need for a change in perspective; that fairness does not necessarily guarantee a good rishta and that it, in turn, can give you the confidence and the strength to fight for your dreams and lead a satisfying, fulfilling life.
A lot of fairness creams are veering dangerously close to concepts that give an impression that until you have a fair skin, you are not even considered worth a second look. This perception creates feelings of insecurity and low self-esteem. Fair & Lovely has successfully managed to deviate from that path and instead encouraged young girls to look inwards for confidence.