What do we love about Clinique? Let us count the ways. First, they’re the world’s first dermatologist-created skincare brand. They have made sure each product is well-thought out and clean (we are fans of the Clinique Moisture Surge). And now, they’ve upped the ante by bringing in one of Bollywood’s most trailblazing actors, Radhika Apte, into the fold as their brand ambassador.
The fact that a heritage brand like this is making things more local and turning the spotlight on Indian women means one thing for sure – inclusivity and relevance. With the world changing its perspective on including more skin types, colours, and issues, it was only a matter of time before global brands caught up. Plus Apte is a prolific actress – her roster includes films like ‘Padman’, ‘Andhadhun’, ‘Badlapur’ and more. 2018 was officially her year, with Netflix releasing most of her films; there were even memes to honour her talent. The move also comes two months after Diana Penty was announced as the brand ambassador of Estee Lauder.
And it’s more than Radhika being a brown actor – she is ‘real’ (just look at her Instagram feed), and has a natural, clean, authentic approach to beauty that’s also the new idea of the Indian woman. Empowering, inspiring, and confident. These are also adjectives used to describe Clinique.
“Since its inception, Clinique has paved the way for the beauty industry in delivering innovative, high-performance skincare ahead of its time, while uploading its foundation of inspiring confidence and embracing natural beauty at the heart of everything it does,” says Rohan Vaziralli, general manager, Estée Lauder Companies India. “Similarly, Radhika is a trailblazer in her line of work – through the roles she portrays to empowering women to focus on inner beauty. She is fresh, dynamic, young, strong minded, natural and genuine, making her the perfect expression of Clinique. We’re delighted to welcome Radhika to the Clinique India family and am confident she will inspire millennial consumers in India and around the world.”
For Radhika, she’s had a great 2018 and that success seemed to have seeped into the new year too. “What better way to start this year than with Clinique,” she says. “Skincare has always been an integral part of my beauty regime alongside drinking water, staying fit, and sleeping well. I’ve long admired Clinique and strongly believe in its philosophy of great skin equals happiness. Joining this family is extremely special as it’s the first time Clinique India has had a brand face, so it’s a privileged opportunity and I hope to inspire women to be real, natural and authentic in everything they do, without forgetting that beauty lies in simply being happy.”
The actor’s first campaign will be for a new revolutionary moisturizer, Clinique iD in March 2019, followed by its cult hydrator, Moisture Surge in May 2019.
All images: Courtesy brand