Mumbai, NFAPost: As part of the company’s effort to reach next step in the evolution of its skincare portfolio to a more inclusive vision, Hindusthan Unilever (HUL) announced the rebranding of Fair & Lovely as Glow & Lovely.
According to the company BSE filing, over the next few months, Glow & Lovely will be on the shelves, and future innovations will deliver on this new proposition. The Men’s range of Fair & Lovely will be called ‘Glow & Handsome’.
In a recent story, NFAPost reported HUL announcing the next step in the evolution of its skincare portfolio, with the rebranding of its flagship brand Fair & Lovely.
The company also made it clear that 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.
HUL Chairman and Managing Director Sanjiv Mehta said the company is making 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,” said HUL Chairman and Managing Director Sanjiv Mehta.
HUL Chairman and Managing Director Sanjiv Mehta said 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.
Fair & Lovely is based on pioneering technology that has made multiple skin health benefits available to millions of consumers at an affordable price. 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.