Brands
“We introduced perfumes to strengthen our emotional connection with customers:” Bagzone Lifestyles Pvt Ltd’s Ayush Tainwala
Mumbai: In a market where discerning consumers seek out not just products but experiences that reflect their sophisticated tastes, Lavie Luxe emerges as a brand synonymous with elegance and quality. Expanding beyond its esteemed reputation for high-end handbags and accessories, Lavie Luxe recently ventured into the fragrance industry with the launch of its new perfume line. Lavie Luxe, the premium extension of Lavie, introduced four meticulously crafted Eau de Parfum fragrances: Lush, Lily, Lagoon, and Love.
Earlier this year, the parent company ventured into the premium watch category under the Lavie brand, receiving critical acclaim for its stylish design and superior craftsmanship.
To know more about the brand, Indiantelevision.com caught up with its parent company Bagzone Lifestyles Pvt Ltd CEO Ayush Tainwala.
Edited Excerpts:
On Lavie Luxe’s venture into the perfume category
The inspiration to venture into the perfume category comes from our desire to offer a more comprehensive luxury lifestyle experience to our customers. Perfumes are a natural extension of our brand, which is synonymous with elegance and sophistication. By introducing perfumes, we aim to strengthen our emotional connection with our customers and provide them with a product that complements our existing range of high-end offerings.
On Lavie Luxe perfumes setting itself apart from other luxury fragrances in the market
Lavie Luxe perfumes stand out due to their unique blend of exquisite fragrance compositions and superior quality. Each scent is meticulously crafted with an 18 per cent fragrance concentration, ensuring longevity and a lasting impression. Additionally, our perfumes include a moisturizer component, making them gentle and skin-friendly. Our commitment to premium packaging and sophisticated branding further distinguishes our products in the luxury fragrance market.
On Lavie Luxe ensuring the quality and safety of its perfumes
Quality and safety are of great importance at Lavie Luxe. Our perfumes undergo rigorous dermatological and allergen testing to ensure they are safe for all skin types. We source the finest ingredients and materials to create our fragrances, and are meticulously manufactured locally in Gujarat which also adheres to the highest standards. This dedication to excellence ensures that our customers receive a product that is both luxurious and safe.
On customer expectations from Lavie Luxe in the future
Customers can look forward to a continued commitment to luxury and innovation from Lavie Luxe. We plan to introduce new and exciting products that align with our brand’s values of elegance and sophistication. This includes expanding our range within the perfume category and exploring other luxury segments. Our goal is to consistently provide our customers with high-quality, premium lifestyle products that enhance their everyday experiences.
On this expansion fitting into Bagzone Lifestyle Pvt Ltd’s overall growth strategy
The launch of the Lavie Luxe perfume line is a strategic extension of Bagzone’s commitment to offering luxurious and high-quality products. It aligns with our broader strategy of becoming a multi-category brand, following our successful launch of watches under Lavie earlier this year, and positions us to continue diversifying our offerings. By entering the perfume market, we are expanding our footprint in the luxury segment and reinforcing our brand’s identity as a provider of premium lifestyle products. This move allows us to offer our customers a more holistic Lavie Luxe experience, where they can enjoy not only our renowned handbags and accessories but also exquisite fragrances that align with our brand values of elegance and sophistication.
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.
