No More ‘Fair & Lovely’ – HUL Seeks Trademark Registration for ‘Glow & Lovely’

Hindustan Unilever Limited (HUL) might soon greet all its customers with ‘Glow & Lovely’ from its shelves. The FMCJ major has decided to drop the word ‘Fair’ from its widely known fairness cream ‘Fair & Lovely’ and is now seeking the Trademark Registration for the new name ‘Glow & Lovely.’

Although HUL (the Indian subsidiary (headquartered in Mumbai) of Unilever PLC, which is a British-Dutch multinational company) hasn’t yet disclosed the new name for its ‘Fair & Lovely’ brand; however, the company, on 17th June 2020, did approach the Controller General of Patents, Designs, and Trademarks to get the name ‘Glow & Lovely’ registered. As per various recent reports, the company’s Trademark Application, at present, has been sent for Vienna Codification, which helps to classify the figurative elements forming a part of the proposed trademark.

A spokesperson for HUL mentioned in a recent statement that Trademark Protection is a significant aspect for every other brand out there, and considering the same, the company has indeed applied for several trademarks. According to the spokesperson, some of the trademark applications have received the registration while some are pending. The company is looking forward to registering other brand names as well; however, at the same time, it also wants to manage the unveiling of the new brand name carefully. By doing the same, the company wishes to make sure that the market doesn’t become full of counterfeit and unsafe products.

In 2018 as well, HUL had applied for a trademark under the name ‘Glow & Lovely;’ it was, however, rejected.

In the “Goods and Service Description” in its recent trademark application, HUL has specified that the intended use of ‘Glow and Lovely’ will revolve around oils, soaps, lotions, creams, facial masks, beauty packs, to name a few. It will also cover shaving preparations, skincare preparations, pre-shave, and aftershave preparations, depilatory preparations, cologne, and sun tanning and sun protection preparations.

HUL has recently mentioned that it will remove the word ‘Fair’ from its widely known ‘Fair & Lovely’ brand as part of its parent Unilever’s global rebranding exercise. Although the move has come at a time where there are massive voices against racial stereotyping; however, HUL has insisted that its step has nothing do with the ongoing anti-racism movement in West. According to HUL, it has been efficiently working on the global evolution of the Rs 2000-crore brand for many years. The company has also mentioned that its other skincare portfolio shall adopt a holistic vision towards beauty, too, by celebrating all skin colors and caring for everyone. For more visit:

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