HUL's flagship skin care brand Fair & Lovely to be known as Glow & Lovely
Business & Economy

HUL's flagship skin care brand Fair & Lovely to be known as Glow & Lovely

NetIndian News Network

Mumbai, July 2, 2020

Hindustan Unilever Limited (HUL), India's largest fast moving consumer goods (FMCG) company, today said that its flagship skin care brand Fair & Lovely will be known as Glow & Lovely.

The company said that this is the next step in the evolution of its skin care portfolio to a more inclusive vision of "positive beauty".

"Over the next few months, Glow & Lovely will be on the shelves, and future innovations will deliver on this new proposition," a press release from HUL said.

"The Men's range of Fair & Lovely will be called 'Glow & Handsome'," it added.

The announcement came a week after HUL said on June 25 that it would stop using the word "Fair" in the brand "Fair & Lovely".

According to the company, 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.

"In early 2019, the brand’s communication moved away from the benefits of fairness, whitening and skin lightening, towards glow, even tone, skin clarity and radiance, which are holistic measures of healthy skin. HUL 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," the company had said at that time.

Sanjiv Mehta, Chairman and Managing Director, HUL had said on June 25: “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 cameo with two faces 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.”

The company said the brand has been progressively changing its formulation, and includes other vitamins like B6, C & E, allantoin, known to improve skin health and protect the skin from external aggressors, UV rays and environmental pollution. The product is designed to improve skin barrier function, improve skin firmness and smoothen skin texture - all of which help enhance radiance and glow holistically. The brand has never been and is not a bleaching product.