{"id":28106,"date":"2024-06-14T12:10:38","date_gmt":"2024-06-14T06:40:38","guid":{"rendered":"https:\/\/www.kanakkupillai.com\/new-learn?p=28106"},"modified":"2024-11-28T16:44:20","modified_gmt":"2024-11-28T11:14:20","slug":"fair-lovely-trademark-dispute","status":"publish","type":"post","link":"https:\/\/www.kanakkupillai.com\/learn\/fair-lovely-trademark-dispute\/","title":{"rendered":"Fair & Lovely Trademark Dispute"},"content":{"rendered":"

Following the worldwide outcry against racial bias-promoting fairness creams, Indian companies have been renaming everything. The most well-known brand of fairness cream, Fair and Lovely, is also impacted financially by this. Most likely, this was the first popular fairness cream available. It\u2019s advertising further claims that it can make people fairer in a matter of weeks. This brand chose to rebrand from Fair and Lovely to Glow and Lovely in response to widespread public disapproval. However, when it copies its largest rival, that rival tries to defend against it, and that\u2019s how the Fair and Lovely trademark issue occurs.<\/p>\n

Background<\/h2>\n

George Floyd\u2019s death ignited the #Blacklivesmatter movement and prompted a national outcry against racial discrimination. In response, global enterprises and international businesses made the decision to decrease the discriminatory aspect of their brands. Among them was Hindustan Unilever Limited (\u201cHUL\u201d) in India, which changed the names of their fairness-enhancing creams from \u201cFair and Lovely\u201d to \u201cGlow and Lovely\u201d and \u201cFair & Lovely for Men\u201d to \u201cGlow and Handsome.\u201d Both consumers and its rival brand, Emami, expressed strong disapproval of HUL\u2019s choice. Emami asserts that a week prior to HUL announcing its rebranding, it had rebranded its product from \u201cFair and Handsome\u201d to \u201cGlow and Handsome\u201d and released it digitally. HUL\u2019s decision, according to Emami, was an unfair business practice because their products now have the same brand name.<\/p>\n

Emami and HUL have long-standing rivalry. Through commercials and marketing tactics, both companies have a history of disparaging the other. Realizing the potential of men\u2019s fairness creams, Emami introduced its brand \u201cFair and Handsome\u201d in June 2005, marking the beginning of the rift in the late 2000s. With \u201cFair and Lovely for Men\u201d in 2006, HUL quickly followed suit. Both companies have been criticizing each other in advertising since a number of legal cases have been resolved.<\/p>\n

\u201cGlow and Lovely\u201d to \u201cFair and Lovely\u201d: The Transition<\/h2>\n

A few noteworthy aspects of the Fair and Lovely trademark conflict are listed below:<\/p>\n