Unilever has decided to drop the word “fair” from their "Fair and Lovely" skin-lightening products, largely due to the condemnation against racism in the United States that has called into question racism and colorism around the world. While the company believes this change is a step in that direction, Dr. Radhika Parameswaran, a professor at the Media School at Indiana University, insists that this is not enough. Colonialism and the caste system has engrained colorism in society and families, and Fair and Lovely products have become not only a social symbol but also an economic symbol of wealth and disposable income. According to Dr. Parameswaran, changing the word “fair” does not address these deeper issues of colorism and social hierarchy but comes across as a marketing ploy. Rebranding without changing the product has become common as companies across the world face scrutiny over using racist tropes and promoting racist ideologies. Dr. Parameswaran asserts that few companies are doing enough.