The House of Lakmē has launched a new campaign titled ‘I Earned It’ for its latest product line, the Lakmē 9to5 Hya Beach Edit, described by the brand as its first SPF-infused makeup range. The campaign features brand ambassador Aneet Padda and centres on themes of confidence, ease and summer beauty.
The campaign builds on Lakmē 9to5’s long-standing positioning around the working Indian woman. According to the brand, the new communication also highlights the importance of downtime and personal moments alongside professional ambition. Anchored in the thought ‘I Earned It,’ the narrative reflects a generation that balances work commitments with leisure and self-expression.
The film portrays the Lakmē 9to5 consumer moving between different parts of her day, from work engagements to social plans. The story positions the product range as suitable for occasions spanning workdays, casual outings and vacations, while maintaining a polished yet natural look.
Watch the campiagn here:
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Speaking on the new launch, Sunanda Khaitan, CMO, Beauty & Wellbeing, HUL, said: “The Lakmē woman has always been the working Indian woman who is independent, confident and constantly on the move. Living in a country with high sun exposure made us rethink what long-wear beauty should truly deliver. At Lakmē we are constantly innovating to create beauty solutions that respond to the realities of Indian consumers and their lifestyles. With the Lakmē 9to5 Hya Beach Edit, we are introducing our first SPF-infused makeup range powered by Hyaluronic Acid, bringing together sun protection, hydration and high-performance colour in one effortless step. Through Aneet Padda, we wanted to bring together the spirit of Lakmē’s long-standing audience with a new generation of working women who approach beauty with the same confidence and individuality.”
The Lakmē 9to5 Hya Beach Edit range features formulations designed for warm and humid weather conditions. The products are positioned as sweat-proof, transfer-proof and waterproof, and are infused with SPF and Hyaluronic Acid for hydration. According to the brand, the range has been developed for Indian skin and climate, combining skincare benefits with lightweight makeup finishes.
Brand ambassador Aneet Padda added, “As someone constantly balancing the demands of work and life, this campaign felt deeply personal to me. ‘I Earned It’ is more than a line; it’s a reminder to celebrate yourself without guilt and to own your moments of joy unapologetically. The Lakmé Beach Edit campaign reflects that spirit beautifully. It’s makeup that is fresh, effortless, and designed for real life whether you’re powering through your day or finally stepping away for that well-deserved break. It moves with you, just like you move through it all.”
Commenting on the campaign, Mihir Chanchani, Sr. Exec Creative Director & Creative Head - Beauty & Luxury, Ogilvy West and Zenobia Pithawalla, Sr. Exec Creative Director & Creative Head - Beauty & Luxury, Ogilvy West. explained, “This campaign has given us an opportunity to unabashedly bring alive Gen Z’s attitude towards work – work so that you can play the way you want. They don’t shy away from the hustle and own their time off via beach selfies and the latest vacay looks. The vibe is self-assured, fun and effortlessly cool and the message clear – I earned it!”
