Abstract :   On 2 July, HUL renamed Fair & Lovely to “Glow & Lovely" by dropping the word “fair" from its iconic brand. According to chairman Sanjiv Mehta the name change had been in the works since last year and that the company had applied for a new trademark a few months ago. Mehta mentioned in an interview that rebranding of fair & lovely was not due to “Black Live Matter” movement or civil society outrage. The brand’s positioning was changed from fairness to glow, radiance and healthy skin in 2019 itself.  This news was a big shock for Shriparna Giridhar, Brand Manager as it is estimated that the Fair & Lovely contributes about Rs. 2,000 crores in sales or 5.07 percent of March 2020 Sales (Srivastava, 2020).

Learning Objectives

• Describe the Indian skin care market, fairness products market and factors contributing to change branding strategies for Fair & Lovely.
• To evaluate the actions taken by HUL and its competitors over the years.
• To formulate rebranding strategy for Fair & Lovely by analyzing the case.