Vanesa has launched a new television campaign featuring Kareena Kapoor Khan, marking its entry into the derma-care category with the introduction of Vanesa Pro+. The move signals a strategic shift from fragrance-led offerings to functional, skin-focused personal care, while maintaining continuity through Kapoor Khan’s association with the brand.
The campaign film anchors the launch, positioning underarm care within everyday routines rather than as a specialised or occasional step. Through a lived-in narrative, it reflects changing consumer attitudes, where concerns such as pigmentation, odour control, and skin sensitivity are becoming central to personal care choices. The storytelling adopts a subtle tone, presenting care as an intuitive and personal decision shaped by comfort and confidence.
The campaign aligns product innovation with evolving consumer behaviour, particularly among younger women seeking integrated self-care solutions. The communication shifts the category narrative towards normalisation and openness, moving away from functional messaging alone to a more holistic representation of daily care.
Vanesa Pro+ is built around a Derma Action Formula, combining AHA and BHA actives with skin-supporting ingredients. The formulation is designed to integrate seamlessly into everyday routines, offering up to 48 hours of odour protection. It is dermatologically tested, suitable for all skin types, and free from alcohol, aluminium, parabens, phthalates, SLS, and triclosan. The range is available in variants such as 4% AHA BHA Pearl and 6% AHA BHA Fresh, allowing consumers to choose based on individual skin needs.
Saurabh Gupta, managing director and chairman, HSPL, said, “When we looked at underarm care, we saw it as an everyday part of personal care that had long stayed in the background. That made us think differently about how we could step into the category, not as just another extension, but as something more meaningful within our portfolio. Pro+ reflects that thinking and shapes how we see the next phase of growth across personal care, guided by our belief of Love Yourself, Love Vanesa.”
The campaign reflects a broader brand evolution, extending Vanesa’s positioning into derma-led personal care. By combining science-backed formulations with lifestyle-oriented storytelling, the brand aims to build relevance in a category increasingly driven by informed and conscious consumption.
Distribution for Vanesa Pro+ includes the brand’s website and leading e-commerce platforms, with plans to expand into quick commerce channels. This phased rollout supports accessibility while aligning with contemporary purchase behaviours.
Overall, the campaign underscores a strategic integration of product innovation, celebrity-led communication, and category reframing, positioning Vanesa within a growing segment that blends skincare science with everyday usability.
