The brand’s #SPF50Truth100 initiative puts its Sun Expert product through verified clinical testing to prove efficacy claims
Beauty and skincare brand Lakmé has launched a bold consumer education campaign aimed at exposing discrepancies in sunscreen SPF claims across the industry. The #SPF50Truth100 campaign demonstrates Lakmé’s commitment to transparency by subjecting its Sun Expert SPF 50 product to rigorous independent testing.
At the campaign’s core is an IN VIVO Test conducted by an accredited Clinical Research Lab that verifies Lakmé’s central promise: “When Lakmé Sun Expert SPF 50 claims SPF 50, it delivers SPF 50.” The initiative responds to industry practices where, according to the brand, multiple competitors claim SPF 50 protection while delivering significantly lower actual protection levels—sometimes as low as SPF 20.
Harman Dhillon, Executive Director and General Manager of Beauty and Wellbeing at HUL, explained the motivation behind the campaign: “At Lakmé, our mission extends far beyond sun protection. We’re committed to transforming the sunscreen industry through unwavering transparency, scientific validation, and consumer awareness. We are shedding light on the disparity between the exaggerated SPF claims and actual sun protection delivered across multiple such products.”
The campaign highlights how current regulations don’t mandate standardized sunscreen testing, creating potential confusion for consumers seeking reliable sun protection. Through this initiative, Lakmé positions itself as an advocate for consumer education and product integrity in the suncare category.
The #SPF50Truth100 campaign will be featured across social media platforms including Instagram and YouTube, as well as OTT platforms, empowering Indian consumers to make more informed decisions when purchasing sunscreen products.
