Skinvest has partnered with Orry to launch Melts, its new science-led lip care range, after paparazzi sightings of the social media personality using the product generated online conversations.
The brand has built the campaign around those sightings, turning what it describes as an organic moment into an official collaboration for the two-step AM-PM lip care range.
Melts is positioned as a skincare-first lip care routine comprising an AM variant with SPF 30 PA++++, peptides, ceramides and hyaluronic acid for sun protection and hydration, and a PM variant featuring PDRN Renewal Technology and the Wonderlight™ Complex for overnight repair and lip brightening.
Commenting on the launch, Divya Malpani, Founder and CEO, Skinvest, said, "Melts has been one of our most considered launches till date because we knew lip care deserved more attention than it usually gets. From the formulation and texture to the final experience, every decision came from wanting to create something consumers would actually use consistently and see results from. Seeing the positive response to Melts, including from Orry, has been incredibly rewarding and reinforces our belief that thoughtfully created products resonate with people.”
Orry added, "What stood out to me immediately was that Melts didn’t feel like a typical lip balm. It felt elevated but still easy to use every day. I liked that there was attention to both the experience and the formulation."
According to the brand, the campaign is aimed at highlighting Melts' science-led formulation while continuing Skinvest's focus on products designed specifically for Indian consumers.
