Lakmé has launched a new campaign titled ‘I Earned It’ featuring actor and brand ambassador Aneet Padda to promote its latest product line, the Lakmé 9to5 Hya Beach Edit.
The campaign highlights the daily routines of working women, capturing moments that shift between professional commitments and personal downtime. Through this narrative, the brand aims to celebrate the modern working woman who balances work responsibilities while also embracing moments of self-care and leisure.
The Lakmé 9to5 Hya Beach Edit introduces an SPF-infused makeup range designed for Indian weather conditions. Powered by hyaluronic acid, the range combines makeup with sun protection and hydration. According to the brand, the formulations are designed to perform in heat and humidity, offering sweat-proof, transfer-proof and water-proof properties while maintaining a lightweight finish.
Sunanda Khaitan, Chief Marketing Officer – Beauty & Wellbeing, Hindustan Unilever Limited, said the campaign reflects Lakmé’s long-standing focus on working women. She noted that the brand continues to innovate beauty solutions suited to the lifestyle and climate realities of Indian consumers.
“With the Lakmé 9to5 Hya Beach Edit, we are introducing our first SPF-infused makeup range powered by hyaluronic acid, bringing together sun protection, hydration and high-performance colour in one effortless step,” Khaitan said.
Brand ambassador Aneet Padda said the campaign reflects the experiences of many young professionals who juggle work and personal life. She added that the message of “I Earned It” encourages women to celebrate their achievements and enjoy their personal moments without guilt.
The campaign has been conceptualised by Ogilvy West’s beauty and luxury creative team. Mihir Chanchani and Zenobia Pithawalla said the campaign captures Gen Z’s approach to work and leisure, where professional ambition is balanced with personal expression and lifestyle choices.
The Lakmé 9to5 Hya Beach Edit range is currently available on the brand’s official website, major e-commerce platforms and retail stores across India.
