Brands
Scent and Sensibility as Issey Miyake Fetes Le Sel d’Issey in Mumbai
MUMBAI: Mumbai smelt a celebration coming long before the doors opened, as Issey Miyake Parfums hosted an intimate evening in honour of Le Sel d’Issey, the fragrance that has quietly slipped into the spotlight as one of the brand’s fastest-rising successes in India. And adding fresh charisma to the night was actor Rohit Saraf, Issey Miyake’s brand friend in India, whose easy, sunlit charm has helped the perfume find its place among younger, design-forward audiences.
For a scent inspired by the meeting of sea and land, Le Sel d’Issey has travelled surprisingly swiftly through India’s fragrance culture. Its signature contrast, a salty burst leading into warm, spicy depth creates a sensorial journey that feels at once crisp, modern and quietly confident, a take on masculinity that’s more breeze than brawn.
At the celebration Baccarose Perfumes & Beauty Products ltd director and CEO Kadambari Lakhani captured why the pairing works. “Rohit embodies the modern, effortless spirit of Issey Miyake, making him a truly inspiring brand friend. His contemporary energy and natural charm reflect the values of purity, simplicity, and thoughtful design that define Issey Miyake Parfums,” she said, adding that Le Sel d’Issey exemplifies this ethos with its balance of invigorating freshness and mineral warmth.
The evening drew an eclectic mix of OTT talent, HNIs, cultural tastemakers and personalities from across Mumbai’s entertainment circuit. Conversations drifted smoothly from minimalism to modernity as guests explored the fragrance’s early traction, a marker of its growing relevance in an India that increasingly embraces global perfumery codes with a signature local twist.
Baccarose, which has been instrumental in bringing international luxury beauty houses into the country, continues to shape the Issey Miyake fragrance portfolio in India. With Le Sel d’Issey gaining momentum and a new generation gravitating toward its clean yet character-rich profile, the night wasn’t just a celebration; it was an indicator that India’s perfume sensibilities are evolving one fresh, mineral note at a time.
Brands
Lotus Herbals unveils HydroActivated sunscreen with high-impact campaign
Harnaaz Sandhu fronts digital push spotlighting breakthrough sun care tech
MUMBAI: Lotus Herbals has rolled out a high-decibel marketing campaign to introduce what it calls India’s first hydro-activated sunscreen, aiming to reshape how consumers think about sun protection.
At the centre of the launch is the Safe Sun HydroActivated Sunscreen SPF 50+ PA+++, a formulation built on a patent-pending Hydrosome Technology that activates on contact with moisture. Unlike conventional sunscreens that can weaken with sweat, this product is designed to do the opposite, boosting protection when the skin is exposed to water or perspiration.
The campaign is led by Harnaaz Sandhu and is being amplified across OTT platforms, social media and outdoor locations in key metro cities. The brand film takes a light, relatable approach to everyday sunscreen struggles such as uneven application and fading protection, while positioning the new product as a reliable, high-performance alternative for active lifestyles.
Beyond its core technology, the sunscreen features next-generation UV filters and Edelweiss Flower Extract, offering hydration alongside protection. The formula claims up to 10 hours of water resistance and even, all-round defence against sun exposure and tanning, targeting consumers who want both skincare and performance in one product.
Speaking about the launch, Lotus Herbals chairman and managing director Nitin Passi said, “We are excited to launch India’s first sunscreen with hydroactivated technology which is our most innovative product launch. This isn’t just a sunscreen; it’s a technological breakthrough that utilises a novel manufacturing process. We’ve created a product that stays invisible on the skin yet becomes a performance powerhouse when the user is most active.”
Sharing her experience, Lotus Herbals brand ambassador Harnaaz Sandhu said, “I am thrilled to be associated with Lotus Herbals Safe Sun for their new sun protection campaign. In my world, there is no room for shortcuts, and I need functional and reliable products that work as hard as I do. The hydroactivated sunscreen is a game-changer because it blends with my skin and protects me better when I’m pushing my limits.”
The campaign is being distributed across platforms including JioStar connected TV integrations and ZEE5, along with television placements such as Sa Re Ga Ma Pa in West Bengal. A large influencer push involving over a thousand creators, along with in-store branding and retail activations, is also part of the rollout.
With a blend of science-led positioning and mass-market storytelling, Lotus Herbals is betting on innovation to stand out in the crowded sun care segment, hoping its moisture-powered promise strikes the right chord with today’s always-on consumers.
