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Hindustan Unilever to rebrand Fair & Lovely cream

By Retail4Growth Team | June 26, 2020

Hindustan Unilever said it would stop using the word "Fair" in the brand, adding that the new name for the cream was awaiting regulatory approvals.

Hindustan Unilever (HUL) said it will drop the word “fair” from its skin lightening cream Fair & Lovely, as part of rebranding its flagship brand. The company also said that new name or the cream was awaiting regulatory approvals.

The move comes after Johnson & Johnson decided to exit the fairness cream category in India and Middle East after such products have come under renewed social pressure in recent weeks amid a global debate about racial inequality.

The fairness cream category is a high revenue market for HUL in India with Fair & Lovely having revenue of Rs 2,000 crore and is part of the company’s beauty and personal care category which is worth Rs 17,000 crore. For Johnson & Johnson, the revenue is insignificant in India.

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