Lakmē has launched the #LakmēSPF50Truth100 campaign to highlight the gap between SPF claims and actual protection offered by sunscreen products in India. The campaign calls attention to the lack of mandatory regulations in the sun care category, where many products advertise SPF 50 and PA++++ without undergoing verified testing. According to Lakmē, some products on the market deliver as little as SPF 20 while claiming SPF 50. As part of this campaign, Lakmē has conducted an in vivo test at an independent, accredited clinical research lab to validate the SPF 50 claim of its Sun Expert sunscreen. The brand is making the test results a central feature of the campaign to promote transparency and product accountability.
Lakmē, which introduced sunscreen to the Indian market decades ago, is now using this initiative to address misinformation and encourage informed consumer choices. The campaign will be promoted across digital platforms including Instagram, YouTube, and OTT channels. With the message “When Lakmē Sun Expert SPF 50 claims SPF 50, it delivers SPF 50,” the brand is positioning its product as scientifically backed and aiming to lead the conversation on sunscreen integrity. The Sun Expert SPF 50 product claims protection against both UVB and UVA rays, which are associated with sunburn, tanning, premature aging, and skin darkening. By initiating this campaign, Lakmē aims to bring clarity to consumers navigating a category full of high-SPF labels and limited verification, while reinforcing its role in shaping the standards of sun care in India.
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.”