The former editor of Cosmopolitan Sri Lanka had a simple request: 'Little girls shouldn't bleach themselves.'
“Fair and Lovely is a holy grail product, and it has the largest distribution channels and reach in South Asia,” said Nina Davuluri, who was the first Indian American to be crowned Miss America and is at work on a documentary about skin lightening cosmetics. “How Unilever executes their rebranding strategy and new advertisement campaigns will be incredibly telling of their true intentions.
The winner of the pageant was set to appear in a TV ad for Facia. Gunesekere said that after she won, she told the company that she would not endorse skin whitening products. Only after she arrived at the screen test for the shoot did she learn the ad would include whitening creams, among its other products. She refused to take part in the ad and walked out. “We were asked to sell something we didn’t believe in at all,” said Fernando, who was also at the screen test.
Publicly opposing skin whitening has career consequences in Sri Lanka, said Kalpanee Gunawardana, a model and entrepreneur who said she was also repeatedly approached to promote Pond’s White Beauty products and has refused. The blowback hasn’t been confined to beauty and cosmetics. Unilever was a major advertiser, and the publisher told her the magazine could go under if she didn’t give in, Shenoy said, but she stood firm.
Shenoy met Aritha Wickramasinghe, a lawyer specializing in international finance and LGBTQ rights, in February 2018, after she had fought with her publishers for weeks. He remembered that he had met Unilever CEO Paul Polman a couple of years before, at an awards dinner where Wickramasinghe was given a prize for his activism."I am sure you agree that this is shocking."
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