"Lakmé 'I Earned It' Campaign: 9to5 Hya Beach Edit with Aneet Padda"

Lakmē Unveils 'I Earned It' Campaign for the Modern Indian Woman

Lakmē has recently launched its latest campaign called 'I Earned It' to introduce the Lakmē 9to5 Hya Beach Edit, an innovative SPF-infused makeup range targeted towards the contemporary Indian woman. This new campaign is not only about beauty but also focuses on celebrating the confidence and spirit of the modern Indian woman. It features the brand ambassador, Aneet Padda, in a narrative that exudes summer beauty and self-assurance.

The 'I Earned It' campaign builds upon the established legacy of the Lakmē 9to5 portfolio, which has a history of acknowledging the ambition and independence of the working Indian woman. However, this new campaign takes a step further by showcasing the woman's right to relish moments of relaxation and enjoyment that she has worked hard to achieve. It encapsulates a generation that elegantly balances work and leisure, reflecting a lifestyle of equal confidence in both aspects.

The Concept Behind the Campaign

• The campaign portrays the modern Lakmē 9to5 woman seamlessly navigating through her day, embracing various activities such as meetings, coffee breaks, vacations, and leisure plans.
• The Lakmē 9to5 Hya Beach Edit range is a fusion of skincare and makeup tailored for Indian summers, ensuring lightweight finishes while providing essential sun protection and hydration.

In a statement regarding the launch, Sunanda Khaitan, CMO of Beauty & Wellbeing at Hindustan Unilever Limited, emphasized the company's commitment to catering to the beauty needs of Indian consumers by constantly innovating. The new range features SPF-infused makeup powered by Hyaluronic Acid, offering comprehensive sun protection, hydration, and vibrant colors in a single application.

Brand ambassador Aneet Padda shared her personal connection with the campaign, expressing that 'I Earned It' signifies celebrating oneself without hesitation and embracing moments of joy with confidence. The campaign embodies a fresh and effortless makeup approach, designed to complement the busy yet fulfilling lives of women.

Creative Insights Behind the Campaign

• The campaign was brought to life by the creative minds at Ogilvy, focusing on Gen Z's work ethos of striving to play on their own terms.
• The message of the campaign is crystal clear – celebrate your achievements and moments of relaxation unapologetically.

The Lakmē 9to5 Hya Beach Edit collection boasts heat and humidity-resistant formulas that are sweat-proof, transfer-proof, and water-proof. The products, suitable for Indian skin and climate conditions, aim to provide breathable coverage while seamlessly blending skincare benefits with vibrant colors.

The campaign resonates with the essence of acknowledging personal accomplishments and enjoying well-deserved breaks. It aligns with the contemporary woman's lifestyle, reflecting a balance between professional responsibilities and personal indulgences.

The Lakmē 9to5 Hya Beach Edit collection is now available on Lakmē’s official website, popular online platforms, and retail stores across India, catering to women seeking beauty solutions that mirror their dynamic lifestyles.