“World’s leading beauty brands now at the best price for you,” announced a full-page ad on the front page of The Times of India on September 18, as beauty giant L’Oréal informed consumers about significant price reductions across its portfolio.
This move comes a week after Hindustan Unilever (HUL) published a similar message in the same newspaper. L’Oréal’s campaign aims to raise consumer awareness about the revised prices following the government’s recent Goods and Services Tax (GST) rationalisation, which slashed the tax rate on beauty products from 18% to 5%.
Among the products seeing new price tags, the 200 ml Total Repair 5 Shampoo will now retail at ₹190, down from ₹219, while the 300 ml Absolut Repair Shampoo is reduced to ₹750 from ₹845.
The revised prices will be effective from September 22, 2025, across retail outlets and online platforms. With this campaign, L’Oréal seeks to position itself as a brand that passes on tax benefits directly to customers, making premium beauty more accessible.
