Hindustan Unilever's flagship skin whitening cream just got a new name but the reactions to the name change are far from 'glowing'.
The Indian arm of global consumer giant Unilever said on Thursday its much-criticized skin cream 'Fair & Lovely' will be rebranded as 'Glow & Lovely'. The company last month said it would rebrand its skin-lightening cream 'Fair & Lovely', which has received considerable backlash for perpetuating negative stereotypes related to darker skin tones.
The change in name, however, seems to have left a bad taste in consumers' mouths, many of whom complained that changing the name while selling the same product was just a cosmetic solution to the problem of colourism and racism that skin lightening products engender.
But that wasn't the only complain. Many had an issue with the new name itself which is perhaps not the most grammatically whetted phrase. Many pointed out the incorrect usage of "Glow" in the new name. Columnist and commentator Suhel Seth joked that the creators of the new name needed to be sent a copy of Wren and Martin's English dictionary. Yet others chimed in and pointed out who a verb had hijacked the adjective in the old name.
Which advertising agency (or smart bloke at HUL) created Glow & Lovely? Send them a copy of Wren & Martin after sacking either or both! The brand name itself is incorrect grammar. @Unilever— SUHEL SETH (@Suhelseth) July 3, 2020
It bothers me that the name is ungrammatical. Just irritating that they would not bother with that detail.— Swarna Rajagopalan (@swarraj) July 3, 2020
I know. But it could have been 'Glowing and Lovely' or just Glow. As you say, correctly, it's not as if people's attitudes will change or their profits. So at minimum, some concession to grammar?— Swarna Rajagopalan (@swarraj) July 3, 2020
Apart from much more important things, how is "Glow & Lovely" not bad grammar?— Ramanan (@Ramanan_V) July 3, 2020
RIP GrammarRIP Parallelism"HUL rebrands Fair & Lovely as Glow & Lovely after dropping word 'fair'"Verb and Adjective replace Adjective and Adjective.— Jyoti Kathju (@jyotikathju) July 2, 2020
I'm no grammar nazi but this just has a weird ring to it? 'glow' (verb/noun) paired with 'lovely' (adjective). Shouldn't it be like 'glow and be lovely' or something to make it slightly less shitty? @HUL_News #GlowandLovely https://t.co/Da0yk2oYTH— Vaibhav Soni (@vaibhav3131) July 2, 2020
Comedienne Shristi Patch also uploaded a video rant on the ungrammatical name on her Instagram account.
In keeping with all the criticism, we have compiled some of the suggestions made by netizens for HUL to rename their skin "brightening" cream - "Glowing & Lovely", "Glow and Be Lovely," "Bright & Lovely". Or they could drop the cream from their list of products altogether. But until then, a grammatically correct name would perhaps be less of an eyesore.