Swiss Beauty has marked its 13th anniversary with the launch of ‘We Got You’, a new brand campaign accompanied by a film that highlights the different phases of consumers’ lives and the role its products have played through those journeys.
As part of the campaign, the cosmetics brand has also refreshed its brand promise, replacing its earlier tagline, ‘We Got You, Girl’, with the more inclusive ‘We Got You’, reflecting a broader approach to engaging with consumers.
The anniversary film opens by asking viewers how many versions of themselves they have experienced before revisiting the brand’s product portfolio over the past 13 years. It features products including Perfect Liquid Concealer, Pure Matte, Power Of Black, Cute Nude, Matte Fix, Cream It Up, its eyeliner range, Holographic Eyeliner and Jelly Verse, culminating in the message: “13 years. Millions of you. One promise. We got you.”
Commenting on the campaign, Mohit, Founder, Swiss Beauty, said, “Thirteen years ago, we started with a simple idea: that good makeup shouldn’t be complicated or out of reach. What’s changed since then is not just our range; it’s the number of ways people express themselves, and we wanted the film and the tagline to reflect that. ‘We Got You’ isn’t about one version of our customer; it’s about all of them.”
Shalini, AVP, Swiss Beauty, added, “At Swiss Beauty, we’ve always believed in staying ahead of global beauty trends and making those innovations accessible to Indian consumers. That philosophy continues to shape how we evolve as a brand, constantly listening, adapting and creating for the changing needs of our consumers. ‘We Got You’ reflects our commitment to being more than a beauty brand; we want to be an ally that empowers every individual to express themselves confidently and bring out the best in every version of who they are.”
According to the company, the campaign reflects its journey over the past 13 years, during which it has expanded its product portfolio by focusing on trend-led innovation, accessible pricing and products designed for consumers who view beauty as a form of self-expression. The brand said the anniversary initiative also signals its continued focus on evolving alongside changing consumer preferences.
