Lakmē is set to launch its latest campaign across digital-first platforms including Instagram, YouTube, and OTT streaming services. The spotlight is on a bold and science-backed move—an IN VIVO test conducted at an independent, accredited Clinical Research Lab. This initiative aims to validate the brand’s core promise:
“When Lakmē Sun Expert SPF 50 claims SPF 50, it delivers SPF 50.”
Science Meets Marketing: The Truth About SPF Claims
In a market where sunscreen testing isn’t strictly regulated, several brands continue to claim SPF 50 and PA++++ without sufficient proof—sometimes delivering as little as SPF 20. Lakmē’s campaign addresses this critical gap by showcasing verified clinical testing that sets a new benchmark for transparency and authenticity in sun protection.
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Leadership Speak: Harman Dhillon on Brand Mission
Commenting on the campaign, Harman Dhillon, Executive Director and GM – Beauty & Wellbeing, HUL, stated:
“At Lakmē, we go beyond just providing sun protection. We’re on a mission to drive transparency, advocate for scientific accuracy, and educate consumers. This campaign shines a light on the disparity between exaggerated SPF claims and actual results. Lakmē Sun Expert is grounded in research, delivering exactly what it promises—giving consumers the power to choose protection they can trust.”
Conclusion
In a landscape clouded by exaggerated SPF claims and limited regulatory checks, Lakmē’s latest campaign sets a new industry standard by backing its Sun Expert SPF 50 with verified IN VIVO clinical testing. By putting its product through a lie detector lens—both literally and metaphorically—the brand not only reinforces consumer trust but also challenges the sunscreen industry to rise to higher standards of transparency and accountability. With science, honesty, and protection at its core, Lakmē is not just selling sunscreen—it’s sparking a much-needed movement for truth in skincare.
