The move comes following weeks of Bla-ck Lives Matter movements, which call for rac-ism to be aboli-shed and for Bl-ack people to be treated with absolute equality.L’Oréal, the world’s largest cosmetic and beauty company, announced its decision on Friday, June 26, becoming one of the latest in a series of companies to change its contr-oversial branding.
A statement from the company read:The L’Oreal Group has decided to remove the words white/whitening, fair/fairness, light/lightning from all its skin evening products.
The words may be de-emed as exclusive, suggesting the products are only for the use of white people, or that they will make the skin ‘lighter’ and therefore more similar to that of white people, as if that is a more desirable look.
Earlier this month, the company expressed their support for the Bla-ck Lives Matter movement, as it said it ‘stands in solidarity with the Bla-ck community, and against injustice of any kind’. L’Oréal tied its slogan into the show of support, adding: ‘Speaking out is worth it.’
Though the post was made with good intention, the company received backla-sh from people who believe the company’s business model and advertising to be focused on white consumers.
Some acc-used L’Oreal of hyp-ocrisy because it decided to drop the UK’s first openly tra-nsgender model, Munroe Bergdorf, from its brand in 2017 for dec-rying ‘the rac-ial vi-olence of white people.’
One Twitter user wrote: at Loreal You couldn’t write it. Is speaking out worth it to lose your job? Or just worth it for a new PR campaign? We await your full apology. #weSTILLstandwithmunroeBergdorf herself crit-icised the company for its statement in support of Bl-ack Lives Matter, commenting:
Excuse my language but I am SO an-gry. F*K YOU at lorealparis. You dropped me from a campaign in 2017 and threw me to the w-olves for speaking out about rac-ism and white supr-emacy. With no duty of care, without a second thought.
The model has since said she had a conversation with L’Oreal Paris brand president Delphine Viguier, who ‘expressed regret for how the situation was handled’. Bergdorf explained that as an activist part of her work is to ‘encourage big businesses to understand their responsibility with regards to div-ersity and inclu-sion.’
The company rehired Bergdorf and she will now join the UK company’s dive-rsity and inclu-sion advisory board.
This Article First Published On UNILAD