Fair & Lovely, the largest selling fairness cream in the world, has just gone in for a makeover. The Rs. 1,100-crore brand of Hindustan Unilever now sports a new look, packaging and positioning. And the accent is no more on skin lightness alone, but also on providing a clear complexion. The ads, just launched, speak of this very attribute-'clear fairness". The product has a newtagline—gorepan sa kahi zyaada, saaf gorapan. This is in stark contrast to taglines earlier, which at different times have been zindogi roshan kare and badle aap, badle zindogi-all of them playing up how fairness could change one's destiny.
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