Lakmé has introduced a new campaign titled ‘I Earned It’ to promote its latest product line, the Lakmé 9to5 Hya Beach Edit, a makeup range designed for women navigating busy, fast-paced lifestyles. The campaign stars actor and brand ambassador Aneet Padda and highlights how modern working women balance professional commitments with moments of personal relaxation.
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At the centre of the campaign is Lakmé’s new SPF-infused makeup collection, formulated with hyaluronic acid to combine hydration, sun protection and long-wear colour. Designed specifically for India’s warm and humid climate, the products feature sweat-proof, transfer-proof and water-proof formulations, aiming to provide durable makeup performance throughout the day.
The narrative of the campaign reflects the everyday rhythm of working women – shifting seamlessly from work mode to leisure moments without compromising on style or comfort. Through this storytelling, Lakmé positions the range as beauty that adapts to real life rather than just special occasions.
Sunanda Khaitan, CMO – Beauty & Wellbeing at HUL, said the Lakmé consumer has always represented the confident and independent working Indian woman. She noted that the brand continues to innovate based on the realities of Indian lifestyles, particularly the need for beauty products that can withstand high sun exposure while delivering performance and hydration.
For Aneet Padda, the campaign resonates personally. She describes “I Earned It” as a message encouraging women to celebrate their achievements and moments of joy without guilt, whether they are powering through a demanding day or taking time to relax.
Conceptualised by Ogilvy West, the campaign embraces a Gen Z-inspired mindset that celebrates both ambition and self-reward. The Lakmé 9to5 Hya Beach Edit range is now available through the brand’s website, major e-commerce platforms and retail stores across India.
