THE HAGUE, Netherlands (AP) — Consumer products giant Unilever said Thursday it is aiming for a “more inclusive vision of beauty” in its skin care products and will remove words such as “fair,” “whitening” and “lightening” from its products, a move that comes amid intense global debate about race sparked by the Black Lives Matter movement.

We’re committed to a skin care portfolio that’s inclusive of all skin tones, celebrating the diversity of beauty. That’s why we’re removing the words ‘fairness’, ‘whitening’ & ‘lightening’ from products, and changing the Fair & Lovely brand name.https://t.co/W3tHn6dHqE

— Unilever #StaySafe (@Unilever) June 25, 2020

As part of the shift, Unilever will in coming months change the name of its “Fair & Lovely” product that is used for skin-lightening and sold in Asia, the company said.

A statement from Hindustan Unilever Limited said the change would involve dropping the word “Fair.” It said a new name was awaiting regulatory approval.

Unilever said that its Fair & Lovely range “has never been, and is not, a skin bleaching product.” The global consumer company said its advertising for Fair & Lovely products has been changing since 2014.

“In 2019, we reflected this evolution on the Fair & Lovely pack in India, removing before-and-after impressions and shade guides that could indicate a transformation; and we have progressed all communication of product benefits towards glow, even tone, skin clarity and radiance,” the company said.