L’Oreal to replace the term ‘whitening’ to ‘Glow’ for their skin products

On Tuesday PARIS — L’Oreal cosmetic group’s chief executive Mr. Jean Paul Agon said, that ‘the organization would drop words such as “white” from certain products’, a similar business strategy introduced by Unilever. Rumor has it that, this particular decision taken by two of the colossal companies predominant in the beauty & cosmetic industry has been significantly influenced by the recent upheaval in the United States of America caused by the massive protests due to the racial injustice towards the late Mr. George Floyd by its police department.

Mr.Agon told the shareholder meeting, conducted online, “We’re simply adapting our vocabulary, to meet changing expectations and attitudes.” He further says, ‘”glow” and “even” were more appropriate words for these products’. The usage of the terms such as’ fairness and whiteness’ is predominantly used in the Asian counties by the cosmetic industries to propagate their products based on the psychological behaviour patterns of their customers. Mr. Agon told investors on Tuesday that the rethink was targeted at specific products sold in Asia and countries like India that are specifically aimed at protecting skin from the sun and avoiding dark spots.

Advertisement

 

Nevertheless, a revision of such strategies adopted by the large organizations is reshaping the branding strategies of the companies by sensitizing the enterprises regarding the marketing strategies they adopt for their products, perhaps,  crucial for the brand value. However,  Mr Agon also said that ‘There’s no need for all the media hype on this. But I recognize we should have explained it better’.