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HUL to rebrand Fair & Lovely as spotlight shifts to fairness creams

Word 'fair' being dropped; name change to happen in next few months

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Brand experts as well as the advertising regulator Advertising Standards Council of India (ASCI) have been vocal about the need for change

Viveat Susan Pinto Mumbai

3 min read Last Updated : Jun 26 2020 | 2:24 AM IST

Fair & Lovely, one of the country’s best-known brands, will no longer woo consumers by playing up its skin-lightening properties. In a strategic shift, Hindustan Unilever (HUL) will drop the word 'fair' to make way for a new name for its Rs 2,000-crore brand, as it strives to be inclusive, the company said on Thursday.

The move comes against the backdrop of the ‘Black Lives Matter’ global movement raging across the world. On Monday, Johnson & Johnson had announced that it was exiting the fairness category in India and West Asia following a review of its portfolio. Sanjiv Mehta, chairman

Topics : Hindustan Unilever Fairness creams

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