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अrunima | Fashion & Lifestyle
arunimajsharma

In the last two weeks, we have managed to rename a fairness cream and break fresh grounds about racial equality such as, The Atlantic appears to suggest, in the capitalisation of the letter b in black. Because the assumption is that repackaging a Unilever product will stop poor girls from being compelled to use it to diminish their dowry and playing with grammar will keep black women from dying in overwhelming numbers as they go into labour. If the politics of performance are to be made a category for the Oscars come April, we would have some serious competition. Changing the name of a product is not a radical step. It's just a marketing strategy by companies to ensure that people continue buying more of their products as they get blinded by their performance activism. They're bringing about no change and perpetuating the hegemony of "fair and beauty". The recent protests against racial discrimination in the US has spurred the conversation again as brands take a conscious note of ideas that sell ‘fairness’ as beauty. The decision from Unilever came just days after Johnson & Johnson announced that it will be discontinuing its skin lightening creams Neutrogena Fine Fairness and Clear Fairness by Clean & Clear. P.S. Being white or fair and lovely is now forbidden in India!!!! 😈 P.S. Jwellery Courtesy @zaveri.co

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