MAM
Garnier to launch interactive campaign for Pure Active
MUMBAI: Skincare major Garnier is gearing up to launch a new interactive digital ad campaign for their brand Garnier Pure Active.
FoxyMoron is the digital creative and media agency for the campaign.
Titled ‘Burst BlackHeads‘, the campaign personifies ‘BlackHeads‘ as characters and gets audiences and prospective consumers to know these BlackHeads and thus understand not only their causes but also their characteristics via interactive storytelling.
The characters, with names like ‘Oily Omkar‘, ‘Sticky Suzy‘, ‘Don Blackhead‘ and ‘Lil Don‘, live lives on the faces of every user and through the same, ensure that they drive home the point of the key causes of blackheads being oil, pollution and dust.
On digital, Facebook is the central hub for the campaign. There are digital banners across sites like Facebook, YouTube, Yahoo, Indiatimes, In.com, the Google Network and other niche sites used to generate visibility on digital.
The campaign aims to generate a reach of over 20 million for the ‘BlackHeads‘ campaign on digital taking users through multiple interactive banners and messages that effectively communicate the product truth.
It has launched with a teaser, which currently has consumers guessing who these ‘characters‘ really are. The objective of the teasers is to create intrigue, generate a sense of likeability for the design but also communicate that these characters coming as actually ‘bad‘ for you.
Garnier Skin Naturals marketing manager Anuj Jain said, “Pimples and blackheads are usually a taboo subject to talk about openly for teenagers. To enable them to effectively understand and also discuss the causes of blackheads in an interesting and interactive format, we decided to pursue an interactive storytelling format with a strong and disruptive visual approach that catches the attention of teenagers.”
FoxyMoron online strategist Harshil Karia added, “Apart from being visually stimulating, the campaign focuses on core communication and has strong elements of education and zeroing in on the product truth, which is the essence of Garnier communication.”
Brands
Lovetc appoints Tamannaah Bhatia as brand face
Ananya Birla’s premium colour cosmetics line gears up for strong second year with 30 per cent monthly growth and fresh face category launch.
MUMBAI: Lovetc is tinting its success story with a starry new shade Tamannaah Bhatia has just been named the face of Ananya Birla’s premium beauty brand. As the colour cosmetics label under Birla Cosmetics completes a vibrant first year in April 2026, it is entering its second chapter with impressive momentum. The brand has delivered 30 per cent month-on-month growth, expanded thoughtfully into offline and quick-commerce channels, and built a loyal following through a digital-first approach mixed with genuine consumer connections.
Priced between Rs 650 and Rs 1,850, Lovetc focused its debut portfolio on lips and eyes categories. Hero products such as Tint, Talk, Etc Radiant Glow Hydrating Tint (SPF 30 PA++), Pout, Perfect, Etc Matte Bullet Lipstick, and Melt, Miracle, Etc Treatment Oil-Infused Lip Balm quickly won hearts. Early shoppers showed strong purchase intent, with average order values ranging from Rs 1,200 to Rs 2,800 and an average of two items per transaction, signalling healthy basket-building and repeat purchases.
The brand made its mark in key metros including Mumbai, NCR, Chennai, Bengaluru, Chandigarh, Patiala, Ludhiana, and Cochin, while Tier-2 cities surprised with robust demand and loyalty. On the distribution side, Lovetc entered 90 offline retail doors in year one and is on track to cross 150 doors by Q2 2026, choosing each outlet carefully to match its premium positioning.
To mark the milestone, Lovetc is stepping into the face category with the launch of Ace, Face, Etc 4K Blur Matte Foundation in eight shades tailored for diverse Indian skin tones. Additional innovations like the multi-purpose The Etc stick and longwear lip tint Love Bites are also in the pipeline.
Tamannaah Bhatia, known for her pan-India appeal across films and her authentic love for beauty, brings cultural relevance and credibility to the brand. Ananya Birla, founder of Birla Cosmetics, said, “Year Two is going to be big. The brief for every new launch remains the same: Does it perform? Is it playful? Is it kind to the person wearing it? Performance, playfulness, and kindness that is the promise we intend to keep. Bringing Tamannaah on board feels especially pertinent because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”
Tamannaah Bhatia added, “I have always loved beauty as a form of self-expression, and what drew me to Lovetc is that it feels playful, thoughtful, and modern at the same time. I am excited to be the face of a brand that is creating products with both performance and personality.”
With deliberate growth, quality-focused retail expansion, and a celebrity partner who genuinely connects with beauty lovers nationwide, Lovetc is blending performance with personality in a market hungry for thoughtful premium options. As it steps into year two, the brand is proving that in beauty, the right tint can make everything glow a little brighter. Delhi, Mumbai, or a Tier-2 favourite Lovetc is colouring India’s beauty shelves with confidence and charm.
