HUL’s Fair & Lovely is now ‘Glow & Lovely’
- HUL rebrands Fair and Lovely as ‘Glow and Lovely’
- Men’s range to be called ‘Glow and Handsome’
- Glow & Lovely to hit the market in the next few months
Mumbai: Hindustan Unilever announced today that its best selling brand ‘Fair & Lovely’ will be renamed ‘Glow & Lovely’. The FMCG major called its decision to rebrand Fair & Lovely “the next step in the evolution of its skincare portfolio to a more inclusive vision of Positive Beauty.”
The products with new branding and packaging will be available on the shelves in the next few months. The men’s range of fair and lovely will be called ‘Glow and Handsome’.
While addressing a shareholder query at HUL’s 87th annual general meeting, Chairman Sanjiv Mehta said that the company had been working on revitalising the brand for a while now.
He explained, “Fairness segment has been coming down over the years. Customers have been looking for value-added benefits like ‘Nikhar’, ‘blemish-free’ skin, and ‘glow’.
He said that the communication for Fair and lovely moved away from ‘fairness’ to ‘high definition glow’ after the relaunch in 2019.
To a query on the impact of rebranding on revenues, Mehta said that the company had a fabulous year after the relaunch. “Our penetration went up, our market share went up and we had record sales numbers in 2019,” he added.
In the wake of the Black lives matter movement, cosmetic brands across the world have drawn strong criticism for selling products that promote skin lightening and reinforce negative stereotypes against people with darker skin.
Earlier in June, Johnson & Johnson made the announcement to discontinue skin-whitening creams under the brands Neutrogena and Clean and Clear.
Homegrown FMCG firm Emami that sells fairness creams under the brands Fair & Handsome and Naturally Fair said that the company was evaluating the current situation.
France- based L’Oréal group also released a statement saying it will remove the words white, fair, and light from all its skin ‘even-ing’ products.
According to research firm Nielsen, the fairness market in India is nearly Rs 5,800 crore and includes face moisturisers, Hand and body lotions, face cleansers and bleaches.