By Amit Bapna |

February 27, 2023 | 3 min read

Lakme, the leading cosmetics and premium skincare brand, from Hindustan Unilever Limited is celebrating women who unapologetically embrace fashion and beauty.

The #UnapologeticallyMe brand campaign is a response to the cultural saying: “Whenever women prioritize beauty, society diminishes them and strips them of their substance.” The campaign aims to inspire women to confidently display their love for fashion and beauty.

The iconic cosmetic brand was established in 1952 and is recognised as a pioneer in the make-up industry in India. The brand also has immense fashion equity and aims to up its trendiness and fashion quotient with this new positioning and tagline.

Talking about the new campaign, Harman Dhillon, vice president, skincare & colour cosmetics, Hindustan Unilever Limited says, “Lakmé has always taken pride in leading the narrative on fashion and beauty and is now raising the impact at this intersection.” The campaign celebrates and champions every woman’s right to pursue her passion for beauty unapologetically, she adds.

The sumptuously shot film aims to celebrate accomplished women who embrace fashion and beauty unapologetically. The campaign has been conceptualised by Ogilvy Mumbai and directed by Shashanka Chaturvedi of Good Morning Films, the Mumbai-based production house. The campaign, which is the first work from the agency for Lakme, marks a creative change of guard after the makeup brand parted company with its longstanding agency FCB Ulka India.

The campaign launches as a prequel to its annual iconic fashion property Lakmé Fashion Week. Now more than 20 years old, the landmark event is held in partnership with Fashion Design Council of India (FDCI) and is a regular fixture in the Indian fashion calendar. It will have a Spring edition in Mumbai in March, followed by the autumn edition to be held in Delhi in October.

The beauty brand also plans to launch a new line-up of products around that time, shares Dhillon.

Zenobia Pithawalla, senior executive creative director, Ogilvy Mumbai, says, “To make Lakmé stand out from other beauty brands, we worked with its fashion legacy (of many years) and created a world of beauty, where fashion claims pride of place.”

Adds Mihir Chanchani, executive creative director, Ogilvy Mumbai, elaborating on the creation of the world of ‘unapologetically me’, “the world of Lakmé is one where women believe they do not need to apologise for their indulgence in the way they look - no guilt trips, no justifications.” And that is what has given birth to this new philosophy, the Ogilvy team adds.

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