The House of Lakmē has launched a new campaign titled ‘I earned it’ to introduce the Lakmē 9to5 Hya Beach Edit, the brand’s first SPF-infused makeup range. Featuring brand ambassador Aneet Padda, the campaign presents a sun-soaked narrative that positions the product line as a solution designed for Indian summers while reflecting the lifestyle of modern working women.
The campaign builds on Lakmē 9to5’s long-standing association with the ambition and independence of the working Indian woman. With ‘I earned it’, the brand shifts its focus to another aspect of that journey: the idea that professional ambition and personal downtime can coexist. The campaign message frames moments of rest and enjoyment as something women can claim confidently after working hard.
At the centre of the narrative is the modern Lakmē 9to5 consumer who moves seamlessly between professional and personal spaces. The campaign portrays a lifestyle that moves from work calls to sunset plans without interruption, reflecting a day that transitions from indoor environments to outdoor settings. Through this storytelling approach, the brand links the product’s functional benefits with a broader cultural narrative around confidence and self-expression.
The Lakmē 9to5 Hya Beach Edit range combines SPF protection with makeup formulated using Hyaluronic Acid. The product positioning highlights sun protection, hydration and long-wear colour as key benefits suited to India’s high sun exposure. The campaign visuals and storytelling emphasise ease and adaptability, showing beauty routines designed to keep pace with everyday life.
In the campaign film and associated digital content, Padda represents a generation that balances work commitments with personal experiences such as coffee runs, holidays and sunset outings. The narrative aligns with a broader Gen Z-led attitude that embraces both productivity and leisure without compromise. By casting Padda, Lakmē connects its established consumer base with a younger audience that approaches beauty and work-life balance with similar confidence.
Sunanda Khaitan, cmo, beauty and wellbeing, HUL, said, “The Lakmē woman has always been the working Indian woman who is independent, confident and constantly on the move. Living in a country with high sun exposure made us rethink what long-wear beauty should truly deliver. At Lakmē we are constantly innovating to create beauty solutions that respond to the realities of Indian consumers and their lifestyles. With the Lakmē 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. Through Aneet Padda, we wanted to bring together the spirit of Lakmē’s long-standing audience with a new generation of working women who approach beauty with the same confidence and individuality.”
Aneet Padda added, “As someone constantly balancing the demands of work and life, this campaign felt deeply personal to me. ‘I Earned It’ is more than a line; it’s a reminder to celebrate yourself without guilt and to own your moments of joy unapologetically. The Lakmé Beach Edit campaign reflects that spirit beautifully. It’s makeup that is fresh, effortless, and designed for real life whether you’re powering through your day or finally stepping away for that well-deserved break. It moves with you, just like you move through it all.”
Mihir Chanchani, sr. exec creative director and creative head - beauty and luxury, Ogilvy West, and Zenobia Pithawalla, sr. exec creative director and creative head - beauty and luxury, Ogilvy West, said, “This campaign has given us an opportunity to unabashedly bring alive Gen Z’s attitude towards work – work so that you can play the way you want. They don’t shy away from the hustle and own their time off via beach selfies and the latest vacay looks. The vibe is self-assured, fun and effortlessly cool and the message clear – I earned it!”
