Kolkata, Feb 26: Fem, India’s leading and most trusted facial bleach brand from the House of Dabur has announced the launch of two advanced single-use facial treatment kits: Niacinamide Glass Glow and Hyaluronic Lumi Bright. The launch is supported by a disruptive, digital-first campaign featuring popular Indian comedians Gurleen Pannu and Swati Sachdeva, pivoting the conversation from romantic heartbreak to radical self-love. The narrative centers on a compelling brand truth: “Love’s glow may be ephemeral, but FEM’s glow is designed to last.”
The campaign gained nationwide traction through viral clips of Pannu and Sachdeva engaging in satirical banter regarding the “etiquettes of a breakup.” By anchoring the launch in the culturally relatable post-breakup phase—a time when self-worth often takes a temporary hit—FEM positions skincare not just as a routine, but as a “comeback ritual.”
As a market leader in at-home professional skincare, FEM continues to bridge the gap between salon-grade results and consumer accessibility. FEM has consistently focused on driving innovation that expands the category and enhances consumer access. With our new advanced single-use facial kits, we are further democratising premium skincare experiences by making high-performance, trend-led formulations accessible at home. This campaign blends sharp cultural insight with innovative marketing to reinforce our leadership while shaping the future of the category.” Mr. Abhishek Jugran, Executive Vice President, Marketing, Dabur India Ltd.
“We see skincare as a powerful tool for self-expression and a core pillar of self-love. By anchoring this launch in the concept of ‘confidence-led self-care,’ we’re connecting with consumers who view beauty as a personal ritual. Our Niacinamide Glass Glow and Hyaluronic Lumi Bright kits deliver an instant, visible glow, reinforcing FEM’s commitment to premium, performance-driven skincare for today’s discerning consumers.” Mr. Virat Khanna, Head of Skin Care, Dabur India Ltd. said.
“Our objective was to create culturally resonant content that sparks conversation. The campaign has already garnered over 50 million views across platforms. By tapping into humor and real-life relatability, we seamlessly integrated FEM Facial Kits into a viral, shareable moment that translated into massive scale and brand visibility.” Mr.Shashi Shekhar Mukherjee, Digital Head, Home & Personal Care, Dabur India Ltd. said.