The campaign drives consumer awareness, encouraging greater transparency, scientific credibility, and accountability in sun care products
National, 14th April 2025: Lakmē, a pioneer in India’s beauty and skincare landscape since 1952 and one of the first brands to introduce sunscreen in the country, has today launched a consumer-first campaign focused on empowering Indian consumers to make informed choices when purchasing sunscreen. In a category where SPF claims often go unregulated and unverified, Lakmē is driving awareness, encouraging greater transparency, scientific credibility, and accountability in sun care products. This campaign goes beyond a single product; it represents Lakmē’s mission to set a gold standard for sun protection in India.
The campaign will roll out across social media platforms including Instagram, YouTube, and OTT platforms. At the heart of this campaign, is an IN VIVO Test conducted in an independent accredited Clinical Research Lab where it showcases the rigorous testing behind Lakmē Sun Expert SPF 50, reinforcing the brand’s promise: “When Lakmē Sun Expert SPF 50 claims SPF 50, it delivers SPF 50.”
Lack of mandatory regulations on sunscreen testing enables multiple brands to claim SPF 50 & PA++++. This results in significant disparity between claimed and actual sun protection, with multiple brands claiming SPF 50 when they deliver only SPF 20. As India’s No. 1 Sunscreen, Lakmē is taking a proactive stance to address this discrepancy. Through its SPF lie detector test campaign, it is promoting transparency to ensure consumers receive the level of sun protection they expect.
Speaking about the campaign, Harman Dhillon, Executive Director & General Manager, Beauty & Wellbeing, HUL, said -“At Lakmē, our mission extends far beyond sun protection. We’re committed to transforming the sunscreen industry through unwavering transparency, scientific validation, and consumer awareness. We are shedding light on the disparity between the exaggerated SPF claims and actual sun protection delivered across multiple such products. With Lakmē Sun Expert, our research-driven products deliver on their promise, giving consumers the confidence to trust what they buy and the protection they need.”
Lakmē’s Sun Expert SPF 50 protects you from harmful UVB & UVA rays, which causes sunburns, dark spots, premature aging, tanning, and skin darkening due to harmful UV rays. With this campaign, Lakmē reaffirms its long-standing commitment to Indian consumers by bringing trust, product integrity, and scientific excellence.
