HUL announces new name for ‘fairness’ creams, ruffles Emami

HUL Emami

Emami issued a statement to address the overlap in the name and possible re-branding efforts by HUL in regards to their Men’s range of products.

A few days after announcing that they would be removing the words fair, light and white from their brand communication around the product Fair & Lovely, HUL came up with the announcement of its replacement. The new name for the Fair & Lovely brand will be Glow & Lovely. The Men’s range of Fair & Lovely will be called Glow & Handsome. However, the latter doesn’t sit well with Emami, which had recently announced a similar renaming of their Men’s range of products. Emami will legally pursue the matter against HUL.

“We are shocked to learn of HUL’s decision to rename its Men’s range of Fair & Lovely as Glow & Handsome. Emami Limited, maker of ‘Fair and Handsome’ brand of men’s grooming products is the market leader in the men’s fairness cream with legal ownership of the trademarks,” said an Emami spokesperson.

They added, “We have already launched a week back our brand ‘Emami Glow & Handsome’ digitally and necessary application has already been made to the relevant authorities. Although shocked, we are not surprised to note HUL’s unfair business practice, which has been prevalent time & again to damage our brand image. It goes to prove Fair and Handsome’s strong brand equity in the market that the competition is wary of.”

Emami will be consulting with legal experts to address this further, they concluded.

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