HUL to drop ‘Fair’ from brand name ‘Fair & Lovely’

HUL said it is awaiting regulatory approvals and expects to change the name in the next few months

e4m by exchange4media Staff
Updated: Jun 25, 2020 2:21 PM
HUL

HUL has announced the next step in the evolution of its skin care portfolio, with the rebranding of its flagship brand Fair & Lovely. The company will stop using the word ‘Fair’ in the brand name ‘Fair & Lovely’.

The company is awaiting regulatory approvals and expects to change the name in the next few months.

In a statement, the company has said: “Over the last decade, Fair & Lovely’s advertising has evolved to communicate a message of women’s empowerment. The brand’s vision is to adopt a holistic approach to beauty that cares for people, that must be inclusive and diverse - for everyone, everywhere. The brand is committed to celebrating all skin tones.”

It has further said: “HUL has also removed from Fair & Lovely’s packaging, words such as ‘fair/fairness’, ‘white/whitening’, and ‘light/lightening’ that could indicate a fairness-led transformation. The cameo with two faces showing shade transformation, as well as the shade guides were removed from the packs. The Company will continue to evolve its advertising, to feature women of different skin tones, representative of the variety of beauty across India.”

Sanjiv Mehta, Chairman and Managing Director, HUL said, “We are making our skin care portfolio more inclusive and want to lead the celebration of a more diverse portrayal of beauty. In 2019, we removed the two faced cameo as well as the shade guides from the packaging of Fair & Lovely and the brand communication progressed from fairness to glow which is a more holistic and inclusive measure of healthy skin. These changes were very well received by our consumers. We now announce that we will remove the word ‘Fair’ from our brand name Fair & Lovely. The new name is awaiting regulatory approvals, and the pack with the revised name will be available in the market in the next few months.”

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