HUL and Honasa Clash Over Lakme Sunscreen Ad Campaign

HUL and Honasa Clash Over Lakme Sunscreen Ad Campaign

In a recent legal battle, Hindustan Unilever Limited (HUL) and Honasa Consumer Ltd, the parent company of Mamaearth and The Derma Co., faced off over HUL’s controversial advertisement for its Lakme Sun Expert SPF 50 sunscreen. The ad, part of the “SPF Lie Detector Test” campaign, claimed that certain “online bestseller” sunscreens offered far less protection than advertised, delivering SPF 20 instead of SPF 50. While the campaign did not explicitly name any brands, Honasa argued that the visuals resembled its Derma Co. sunscreen packaging, leading to consumer confusion.

Honasa filed a lawsuit in the Delhi High Court, accusing HUL of misleading and disparaging advertising. The court directed HUL to withdraw the ad within 24 hours and make modifications, including changing the term “online bestseller” to “some seller” and altering the packaging design shown in the advertisement. Both companies also agreed to remove adjacent physical hoardings that had escalated the branding dispute.

This case highlights the growing competition in India’s sunscreen market, valued at approximately $832 million, and underscores the importance of responsible advertising practices in the beauty industry. Legal experts view this as a benchmark for ethical comparative advertising, especially in the high-growth skincare category.

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