LACTO CALAMINE DEEPENS ITS OILY-SKIN EXPERTISE WITH STRATEGIC LAUNCH OF LIGHT GEL MOISTURIZATION RANGE
TRENDINGINNOVATION
Piramal Pharma Limited’s India Consumer Healthcare (PCH) business with its brand Lacto Calamine is venturing into light gel moisturizers. Building on its longstanding expertise in oily skincare, Lacto Calamine has launched a new range of light gel moisturizers bringing together Super Light Moisturising Gel for lightweight hydration, Brightening Gel Moisturiser for bright and glowing skin, Dewy Skin Moisturising Gel for a dewy, glass-skin and Light Moisturising Gel Creme for barrier repair. Mrunal Thakur, Lacto Calamine’s acclaimed Brand Ambassador partners with the brand to bring to life the new range through a multimedia campaign launching this month.
Moisturization is a natural space for Lacto Calamine to get into, building on the expertise and consumer trust it has developed over more than five decades through its iconic Face Lotion. Lacto Calamine is bringing that oily-skin understanding into hydration needs with its new ‘NIA-CORE’ infused moisturization range.
Abhishek Kumar Srivastava, VP-Marketing, Piramal Consumer Healthcare, said, “Moisturization is an important strategic opportunity for Lacto Calamine because it allows us to take our deep understanding of oily skincare into one of the most fundamental steps of everyday skincare. We see significant potential to build and invest in this space bringing to consumers, modern solutions that address different oily-skin needs, making Lacto Calamine an integral part their everyday routine.”
At the heart of Lacto Calamine’s latest campaign, led with its Super Light Moisturizing Gel, is a simple consumer truth: Oily skin needs hydration too. The campaign echoes this with a clear product truth: You can have hydration without the chip-chip with Lacto Calamine Super Light Gel because its Nia-Core (Niacinamide led) formulation provides instant hydration while managing the oiliness on the skin.
The brand brings this slice-of-life insight alive through the familiar 11:11 wish ritual, turning “hydrated skin without the chip-chip” wish come true with Lacto Calamine. Developed with Omnicom Advertising Group, the campaign gives the insight a playful twist: there is no need to wish for it. With Lacto Calamine Super Light Moisturising Gel, the wish is already a reality.
Featuring Mrunal Thakur, the campaign brings the idea to life through a banter between two friends driving relatability and translating a familiar cultural behaviour into a memorable product story.
Mrunal Thakur, Brand Ambassador, Lacto Calamine, said, “I’m excited to be a part of Lacto Calamine’s 11:11 campaign. I love how the campaign brings a fun, fresh and relatable thought to life while highlighting the brand’s new moisturisers. The shoot was such a fun experience, and I’m looking forward to seeing the campaign come alive and connecting with audiences”
Lacto Calamine is extending the 11:11 thought beyond the branded content to also content creators, bringing together creators across beauty, skincare, comedy, lifestyle, travel and entertainment, with Influencer.in supporting the creator-led amplification leg. This allows the “Oily Skin’s Hydration Wish” to travel across digital native audiences.
By combining celebrity storytelling with a large creator ecosystem, Lacto Calamine is taking this multimedia campaign across many touchpoints, consistently reinforcing a simple brand proposition: ‘Oily skin Hai, toh sirf Lacto Calamine’.
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