HUL renamed Fair and Lovely as Glow and Lovely

Fast-moving consumer goods major Hindustan Unilever Ltd (HUL) has renamed its best-selling ‘Fair and Lovely’ products as ‘Glow & Lovely.’

“Over subsequent few months, Glow & Lovely are going to be on the shelves and future innovations will deliver on this new proposition,” the corporate said on Thursday.

The men’s range will be known ‘Glow & Handsome’, HUL said.

However, the company threatened legal action against HUL as changed the name of its men’s range to ‘Emami Glow & Handsome’ and launched the brand virtually last week.

“We are shocked to know about HUL’s decision to rename its men’s fairness cream, Fair and Lovely to ‘Glow & Handsome’. Emami, the maker of ‘Fair and Handsome’ is the market leader in the men’s fairness cream with legal ownership of the trademarks,” the company added.

Fair and Lovely

Last week, the company announced that it will stop using the word ‘Fair’ in the brand name Fair and Lovely.

Sanjiv Mehta, the Chairman and Managing Director of HUL said “We are making our skincare portfolio more inclusive and want to lead the celebration of a more diverse portrayal of beauty.”

Earlier, Johnson & Johnson also announced that it will exit from the fairness cream category in India and the Middle East because of increasing protests over the issue of gender discrimination and stereotyping after the death of George Floyd in the United States.

Impact of New Name

Santosh Desai, the Brand Consultant sounded circumspect about Fair and Lovely’s new name, saying that “glow” has historically been a surrogate for fairness.

“I don’t see any big change. I also don’t know what being inclusive about skin color means, given the fact that the promise is to go from darker skin to fairer skin.” “In that sense, both skin tones were included. If the benefit that you’re offering is to change the skin tone, I don’t know what being inclusive of skin tones mean.”